Kidswear Giving Boost to Brand Profiles

Traditional menswear and womenswear has been stagnant, and in some cases declined in the last decade. The rise of fast fashion has trampled many middle-tier brands faster than you can say “Zara” or “H&M” three times fast. Luxury has not suffered as bad of a fate, yet a revamp of that sector is needed to remain relevant as well. That being said, all across the industry some help is needed.

Interestingly enough, a new market in the industry is experiencing a boom and it is partially due to a few Instagram style stars. The caveat? All of them are under 10. One of the biggest mini style starts is Coco (@coco_pinkprincess) who hails from Tokyo and at only six-years she has an enviable 338,000 Instagram followers.  Then there’s Millie-Belle Diamond (@milliebellediamond) a three-year old Australian who has already had a fashion week debut and has 147,000 followers. So how exactly are a handful of children creating waves in the industry at an age where they may or may not still eat paste? Well its not them specifically, but more so due to their millennial parents.

The Millennials that invented Instagram and made (over)sharing photos of your life cool are now growing up and having children. Now in the same way they were once sharing their avocado toast or their outfit for a concert, they are now pulling the whole #ootd thing with their kids. Through social media it became essential to always have a new outfit “on point” for an Instagram post for oneself. Now it has become the same for their kids as they are an extension of themselves.

The Business of Fashion put it bluntly, “childrenswear is now cool.” According to them, the market is stands at $1.4 billion. In the same report, it was stated that Givenchy, Yeezy and Balenciaga are beginning to launch kid’s lines. The likes of Addidas, Gucci and other brands have offered kidswear for a couple years, but what’s changing is the style. Streetwear for kids is becoming a must and many brands are now creating the same versions from their main label and just scaling them down to fit a smaller size.

While many luxury and mid-level brands are seeing lower numbers in other categories, they have a major opportunity to gain back lost revenue. This trend is only heating up and in the next 3-8 years is expecting to grow an estimated eight percent according to Euromonitor. Thanks to social media, millenials and their stylish offspring, fashion will be getting the boost it has been looking for.


Author:  Christine Duff

Christine wants to live in a world filled with cutting edge fashion, beautiful words and and an endless supply of leather jackets and boots. A product development grad of FIDM, she was the Editor-in-Chief of MODE Magazine where she reignited her love of storytelling. She has diverse experience within the industry with trend research, art direction and styling editorial spreads. She gained her most notable experience working in Los Angeles at the satellite operation for GQ and Vogue Thailand. Christine is passionate about social science and the role it plays in the consumer goods industry and apparel in particular.


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