The Importance of Genderless Kidswear
8 July 2021
Author: Jasmine Waters
Gender reveal parties going awry are always only ever one social media post away from us. Despite the uptick in these gendered celebrations, the fashion market is gradually leaning towards the unisex. With a new generation of parents comes a new set of consumer demands for kidswear. Is genderless kidswear profitable, and why are we making the move?
What is changing in kidswear?
Genderless fashion was first seen in runway collections in mens and womenswear, now swapping the catwalks for the comfy rompers and jumpsuits found in the local high street. There’s no longer any commercial need for pink or blue distinctions, but rather channel kidswear strategy into creating products that promote self-expression and neutrality. In the big leagues, John Lewis set the precedent of removing gendered labels from their garments, but it’s the small and independent brands that now hold the power to run with genderless kidswear and succeed. From a design perspective, using neutral hues and tones while avoiding large patterns can put the emphasis back on a product’s functionality, rather than who a child needs to be when they wear it.
What can brands be thinking about?
In many cases, brands no longer need to tell consumers what means what anymore. This change in social behaviour plays directly to a brand’s advantage: being able to pioneer creativity and individuality as their marketed image. The best functional collections all carry a distinct sense of purpose. When thinking about selling kidswear, brands must now bear in mind the two key principles of the modern baby consumer – practicality and versatility. Brands no longer need to go overboard to provide this either, with minimalistic designs aiding the support of children’s sensory development. The greatest plus point is the ability to create budget friendly garments, well-made items that can be loved and passed down through generations, capitalising on sustainable efforts.
When culture changes, retail are the first looked at to change. Supporting trends and social movements has never been more essential, and for kidswear, it means a large shift into genderless clothing. The millennial parents feel an entirely new set of parental frustrations, and will be more likely to spend money with those brands that can both meet demand and encourage bigger change.
Image source: petitandsmall.com