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What the little emperor wants, the little emperor gets

What the little emperor wants, the little emperor gets

16 August 2018
Author: Anton Dell

Parents are actively  spending  more  and  more  on  garments  for  their little  darlings. Used  to  describe  Chinese  households  who spend  heavily on their  children, ‘Little Emperor syndrome’ is  incredibly  relative  to  todays  spending  habits. There  are  a number of  reasons  for  this change  in  spending  habits,  what  with  online stores and shopping apps for your smartphone, things are far more accessible to the consumer. Not  only  are  the  kids  of  today  tech  savvy,  but  also  inherit  a heightened awareness of fashion and trends, shaping parental buying decisions.  

Children are exposed to social media from a young age

Popular social media apps, such as Instagram also weigh a heavy influence in millennial children. With children joining social media at an earlier age and parents creating Instagram accounts for their kiddiewinks, the  trend in children’s apparel  is quickly expanding. Kids today, more than ever before, are exposed to the media from early age; they demand a say in their styling, as well as may desire to dress like their favourite celebrity. Today, children are more interested in dressing like their favourite stars and new-age childrenswear  reflects  this. High-profile kids in covetable trends are prominently splurged on the covers of magazines and increasing engagement for target  markets. Burberry in particular saw a surge in engagement when it posted a campaign image including a young Beckham. Amazon UK also saw a roaring uptake in sales when toddler Prince George was spotted wearing blue Crocs’.

Luxury brands produce mini-me garments 

No  stranger  to  children’s  apparel,  Dior  released  its  first  kids  line  in  1967  and  was unaccompanied in the market as childrenswear, at the time, was solely distributed by licensed  kids  brands  like  Disney. Now,  with  changing  consumer  behaviours, luxury brands are following suit and releasing their own versions of childrenswear. Burberry played  into  the ‘mini-me’ desire  and released  children’s  versions  of  its trench  coats, checked  scarves  and  lace  dresses  from  its  main collections. High-end brands Tom Ford and Balmain also sought the opportunity  to  create  expand  into  kidswear  and  designed garments  for  the  more ‘brand-conscious’ generation.  

Parents purchase kidswear as "add-on" items

Successfully  launching  its  childrenswear  sector  in  early  2016,  popular  e-commerce site  Farfetch  has  since  seen  growing numbers  in  kids  apparel  as ‘add-on’ items. Candice  Fragis,  Buying  &  Merchandising  Director,  Farfetch says, “We’ve  seen  that kidswear has been an add-on to a lot of the purchasing that’s done by both men and women”.  She  continues, “What  we  see trending  is  less  about  practicality  and  more about  replicas  of  what  is being  sold for  adults — the  little  Moncler  jackets, the D&G swimsuits.” Much  like  the socks  market,  more  and  more  parents  are  purchasing children’s  clothes  in  addition  to  their own  purchases.  As  a  result,  brands  are  now producing  mini  versions  of  adult-wear,  allowing  parents  to  dress  their  kids like  mini versions  of  themselves; in  the  hopes  of  gaging  interest  from  a  younger  age  and creating long-lasting relationships.  

The  new  and  keen  interest  in  children’ s  apparel  is  an  opportune  moment  for menswear  and  womenswear  brands  to diversify  their  portfolios  and  make  the transition into children apparel.  Join the ‘mini-me’  cult. 

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