![Styles from Balmain's first children's collection](https://americanmarketer.com/wp-content/uploads/2016/01/balmain.kids-185.jpg)
While developing children’s wear may have seemed risky to luxury brands in the past, the market is rife with untapped potential for high-end fashion players, according to a new report by Fashionbi.
"Kidswear Market: Evolution and Potential" explains how a combination of factors, including parents having children at an older and more financially stable age, an increasing birth rate and baby boomer grandparents with the means to dote on their grandchildren, have helped to boost market growth in the children’s wear sector. Over the past couple of years, a number of luxury labels, including Tom Ford and Balmain, have begun designing for younger consumers, appealing to a more brand-conscious generation.
"Parents don't hesitate to give the world to their children today," said Ambika Zutshi, CEO of Fashionbi, Milan.
"With more disposable incomes at hand and having kids later in life, parents have resources enough to support every demand of their beloved child," she said. "That is a good news for the luxury labels, as this means, if they are able to offer the right products catering to this segment, they have a chance to gain yet another loyal customer segment in their portfolio.
"Kids today are much more exposed than ever - to the media, surrounding, celebrity news, kids influencers on Instagram etc. - that they do demand a say in their styling, as well as desire to dress like their favorite celebrity. Hence, if the brands go about satisfying this need, they have a chance to win big.
"Many of the brands have already started to offer even the whole 'family-look,' and they promote it as the best way to bring the families together, in terms of styles, interests or just a shopping experience together."
Fledgling fashionistas
In 2015, the children's wear market in the United States was estimated to have reached $156.8 billion. By 2017, the United Kingdom's children's wear market is projected to climb to about $8.5 billion at current exchange rates. Even with stock market fluctuations, the growth of this category is not expected to slow.
According to the report, Dior was an early adopter of children’s wear, introducing a line in 1967. Back then, it was alone, as the market was dominated with licensed merchandise from the likes of Disney.
Over time, consumer behavior changed and parents began spending more money on children’s clothing. This mostly came about because others have followed Dior's lead in the last decade, including Fendi, Versace, Lanvin, Oscar de la Renta and others.
Lanvin children's wear
Some brands dipped a toe into children’s wear before adding it as a permanent collection.
One popular tactic was to collaborate with an established children’s wear retailer to produce a limited-edition line. Stella McCartney and Diane von Furstenberg designed for Gap Kids and Gucci used a collection with H&M to raise money for UNICEF. These tests proved commercial successes, and today Gucci and Stella McCartney have permanent kid’s lines.
Parents are the main purchasers, but children hold a lot of sway in shaping their buying decisions. Kids with their own money have also been known to splurge on a fashion item.
Children today are more aware of luxury brands. They are exposed to fashion media from a young age, treated more like adults and taken on international trips.
Affluent children go on trips with their parents from a young age
Additionally, high-profile child celebrities have made them more label-conscious (see story).
These famous progeny include Shiloh Jolie-Pitt, Suri Cruise and Britain’s Prince George. Parents and children are willing to buy into the lifestyles of the celebrity offspring, as long as brands do not make an inauthentic endorsement deal.
Older children have become the ambassadors of fashion brands. For instance, Jaden Smith appeared in an advertisement for Louis Vuitton women’s wear, while Brooklyn Beckham recently shot a Burberry fragrance campaign.
Brooklyn’s posts on Burberry’s Instagram account achieved eight times more engagement than Burberry typically sees, partially owing to the teen’s 5.9 million followers on the platform. Mini me With their heightened fashion awareness, the way in which brands develop and produce children’s wear has shifted. Clothing looks less specifically childlike and more like a miniature version of what a brand has designed for adults. Some brands have actually created identical garments so that father and son or mother and daughter can dress alike. Dolce & Gabbana created an eveningwear capsule for mothers and daughters this past fall, while its fall/winter 2015 runway show featured adult women and girls strutting down the runway in almost identical apparel.
![Dolce & Gabbana winter 2016 campaign](https://americanmarketer.com/wp-content/uploads/2015/10/Dolce-Gabbana-winter-2016-campaign.jpg)
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