The world of fashion is taking a new generation by storm. And this generation is young, small and tender. Kids fashion is becoming big, getting all the attention from designers, companies and well yes the parents. And expectedly the trend first started in Hollywood.
Every six-year girl would like to be like Suri Cruise, daughter of Tom Cruise and Katie Holmes. Travelling in private jet to meet her famous father, she personifies luxury, glamour, and girly style. Her extra trendy, branded dresses are as famous as the accessories she carries around. It’s rightly quoted by her father Actor Tom Cruise that “Suri dresses herself and she was born that way,” This is so true.
Zahara Jolie-Pitt is another on the list. She is as much a style icon as her celebrity parents Angelina Jolie and Brad Pitt with her Ralph Lauren Boots and Gucci, Juicy couture tops. Carefree look of Violet Affleck, daughter of celebrity parents- Ben Affleck and Jennifer Garner, is a craze in so called kids fashion world for her UGG Australia boots to Ray Ban glasses to Bonpoint dress. Ditto, for the celebrity stylist Rachel Zoes son Skyler who is an epitome of fashion, with his signature style hats.
Raking in the moolah:
They all are splurging millions of dollars on their kids’ fashion turning this into one of the fastest growing segments in the fashion industry. From Jessica Simpson to Beyonce Knowles have paid millions to doll up their children and create a unique signature style of dress, accessories, tree houses or toys. Godfather Tom Cruise spent $200,000 on Jennifer Lopezs twins Max & Emme Muniz on buying designer christening outfits for the two. Todays mums are happy to splurge extortionate amount of money keeping their kids stylish, chic to the detriment of their own style .This weakness has been well realized by the fashion retailers .They are well aware of this metamorphosis of children; their progressive nature. Today’s kids are promising consumers, independent buyers. With nuclear family with both the parents working there is enough of disposable income, to spend on fashionable stuff which might be exorbitantly priced.
A flourishing industry:
Realising the potential, designers, fashion brands and retailers are looking at this segment closely. Recently, Global Kids Fashion Week as held in London. This catwalk was first of its kind where celebrity kids walked the ramp. Designers Paul Smith Junior, Junior Gautier, Chloe Little Marc Jacobs, I Pinco Pallino, Suzanne Ermann, Anne Kurris, Supertrash showcased their collection. Realising the potential, established brands like Tommy Hilfiger, Diesel jumped into the fray becoming active partners. Eyeing this segment, other designer labels like Versace, Dolce & Gabbana, Burberry and other high-end designers are planning fashions shows in the different parts of the world.
Earlier fashion predominantly used to cater to adults needs, but in modern days with the kind of exposure kids get they are equally self conscious and aware of their looks and aesthetics. The fashion industry now caters to children’s designer clothing. Young children can now enjoy a varied and extensive range of fashion clothes, which helps them to set a fashion trend of their own. You can now find vibrant, unique, ingenious, stimulating, and attractive clothes for both the girls and the boys.
The entire mini-me-lines are divided in subcategories as per age into:
- Infant clothing – age: 3, 6, 12, 18, 24 months
- Toddlers clothing – age of two to eight
- Children clothing age seven to twelve
Soft, comfortable, easily wearable, breathable are some of the features which should be there in all kids clothes. Kids wear are further classified as per it’s functionality into-Casuals, Daywear, Nightwear, Sportswear, Party wear and high fashion wear. These occasional garments are the main sections retailers and designers concentrate on which fetch them maximum profit, focusing on manufacturing luxurious garments for children in various styles and prevailing trends.
It is estimated that the market for children’s clothes is going to reach a value of US $173.6 billion by 2017 and it is expected that kids wear section is going to be or even more as depicted in graph.
Reaching Indian shores:
Not surprisingly, the trend is fast catching up in India. Big retailers like Lilliput, Gini & Jony to international luxury brands like Zara, Mango, Diesel, H&M and Burberry all are spending lot of time and resources to launch the mini-me-lines. Domestic brands are trying their best to adopt latest trends followed by international brands which can be easily noticed in the Indian market.
Here, while on one hand brands slightly premium brands like Zara, Mango, Diesel, Burberry are playing with neon colors, stripes, animal prints, polka dots, cartoons on the T-shirt, accessories and underwear on the other more mass brands like Lilliput, Weekender, Catmoss are offering their range of ready-to-wear clothes and accessories in the price competitive segment.
There are many reasons why this segment holds tremendous potential. With the rise of incomes, more and more nuclear families in India are opening up their purse strings to splurge on kids’ clothes and accessories. Special occasions, from birthday parties to festivals, offer big opportunities for the retailers.
Kid’s fashion has given them options and exposed them to changing trends; It has given them new confidence not only about good appearance and attractive persona but also helped them in inculcating positive attitude – by helping them in creating their own individual look and their own unique style statement. Latest trends, gorgeous, dazzling kiddies couture and the endless accessories
further help to transform a plain cheap store bought outfit into somewhat of a fashion masterpiece. It also helps designer labels to start building a brand connect and a following much earlier in the lifecycle of aspirational buyers.
Kids fashion is a Fad and classic both – it’s a long lasting craze, as in modern day kid’s like to fit in, they like to look like their friend’s and other kid’s of their own age and dream to become not only fashion followers but fashion leaders in their own way.