Apparel Online Bangladesh Magazine June Issue 2018 | Page 64

FASHION BUSINESS

KIDSWEAR ’ S AXIS POINT TO A TREND-LED PROGRESSION

The fashion scene for the young shoppers has been on a constant roll for over a decade . What is behind the wheel of this unstoppable rise ? How will the market sustain this rate of growth ?
GUCCI Children ’ s Campaign for S / S ’ 18

In Euromonitor International ’ s

New Apparel and Footwear Research Category Overview 2017 , it was mentioned that owing to the rise of the middle-class in emerging markets and the phasing out of China ’ s ‘ one-child policy ’ in 2016 – the per capita expenditure on children ’ s clothing has skyrocketed . The report further mentioned that the category ’ s growth is charting a transition from ‘ soft dressing to trend-led products , as fashion plays a bigger role in the buying process , and the frequency at which clothing is purchased continues to rise ’.
All of this bodes exceptional good news for the Indian export market , which has always enjoyed a strong foothold in this segment . Moreover , thanks to everyone joining social media and having access to the internet from an early age , the kid fashion shopper is now more aware
of trends than ever . The segment has its own influencers on with followers counting in double digit thousands .
In the high-street market , which is dominated by kid ’ s lines from Uniqlo , H & M , Nike etc ., the retailers are churning out copycat versions of styles worn by adults , effectually homogenising the trend landscape . At the other end of the spectrum are heft price tag luxury brands like Gucci , Dolce and Gabbana , Stella McCartney for which shoppers are mostly people with small , late settled families , owing to which the aspirational value of fashion clothing is very great .
BLOGGER MOMS HELPING KIDSWEAR EXPLOSION
Adding to all of this growth , is the recent ‘ mommy blogger ’ boom . All of fashion ’ s biggest , most successful
Most comfortable grown-up trends like architectural ruffles , straight fit trousers , statement sleeves , or mini-me blazers work for the kiddie market . But an analysis of several influencer infants ’ Instagram posts reveal that image-conscious moms are not scared of daring trends like hardware , faux leather and daytime sequins either .
bloggers including Chiara Ferragani of The Blonde Salad , Leandra Medine of Man Repeller , Korean- American influencer Chriselle Lim , Arielle Charnas of Something Navy , have delivered their offsprings within the last few months .
These first-time mothers do not fit into the typical mould of motherhood and form an important niche for brands , retailers and manufacturers to design and target a market of women and kid shoppers who would otherwise be misrepresented in the earlier set-up . For example , Kylie Jenner , who has 107 million followers on Instagram , recently posted a picture with her daughter , both sporting the new Fendi monogram , hitting two targets with one arrow . Influencers and influential moms are both the ones to watch to understand the future forecast of kid ’ s fashion .
64 Apparel Online Bangladesh | JUNE 2018 | www . apparelresources . com