The source of fashion inspiration The world famous fashion products

Sometimes our innocence can also be a source of inspiration for women's clothing: Louis Vuitton's cherry handbags, Chanel's doll earrings, and Prada's handbag accessories all seem to be prescient Specific examples. However, on the contrary, the children's wear market tends to be "adultized."

From countless fashion shows to flagship stores, the children's wear market is constantly expanding. Perhaps we should not be surprised at this. Just look at the enthusiastic support of social celebrities to understand that this is the key factor that drives any current trend. The Beckhams spent £25,000 buying Brooklyn's son a pair of square diamond earrings (a pocket version of the diamond earrings worn by his father) and a small Hummer; supermodel Heidi Heidi Klum wears a wedding gown designed by Vera Wang at the wedding and also tailors a smaller version of her dress for her daughter; Madonna lets her daughter, Lourdres, wear Burberry And other fashion brands.

However, it is not just the social celebrity parents, but also in real life. There is a great demand for mini-design fashion, and Dior goes further in this regard. After seeing the success of Paris Dior, Paris, Barcelona, ​​Geneva and Monaco's Baby Dior, the fashion company recently went to London Sloan. Sloane Street opened another children's mall. The boutique is a scaled-down version of its Paris Montaigne flagship store. The only difference is that it serves customers just born to 12 years old. The types of clothing here are all-encompassing. From daily basic patterns to gowns for special occasions, as well as various sets of accessories and jewellery for high-end girls, it is like a children's version of high fashion.

If you think that the recent economic recession and declining birth rate may have had a negative impact on the market, this is naturally excusable, but the fact is that Mintel's 2004 survey shows that although the current number of children of consumers It may be less than before, but it costs more to spend on each child. It is estimated that by 2007, the value of the UK children's wear market will reach 6.1 billion pounds, an increase of 26%; baby clothing is the fastest growing segment of the market. In the United States, the children’s wear market is also growing – albeit at a relatively slow pace. According to Euromonitor’s 2004 report, the US market is expected to grow by 13% by 2008.

According to Raffaello Napoleone, CEO of PittiImmagine, Italy, this is why big brands are keen to enter the children's line. The company's International PittiBimbo (PittiBimbo) is the equivalent of the children's fashion industry in Milan and Paris Fashion Week. The 2006 Spring-Summer Fashion Show was held in Florence in July this year. In addition to introducing famous brands such as Cavalli and Dolce & Gabbana in adult apparel series, the show also launched Energie and Ferrari Kids. ), 60 children (MissSixty), Pinko, PirelliKids, VonDutchOriginals and Zanotti children's series of new products. In July this year, the International Children's Wear Autumn/Winter Show was the largest brand promotion with a total number of 475. According to Napoleon, “The performance of the children's wear industry is far better than that of men's and women's clothing.”

Since children's clothing as a stereotyped product to meet the basic neonatal needs, has come a long way. Many luxury fashion brands, such as Hermès, have a product range for children who are novices, children aged 4 to 8 years, and young children aged 8 to 12 who have begun to form independent claims. The juvenile clothing market after age 12 has its own market rules, but Escada, Ferragamo, Belstaff, Allegra Hicks and Adult luxury brands such as Brora have also lowered their ages, indicating that the boom is in the high-end children's wear market.

Practicality is not a problem: Children’s clothes will soon be too small, but it does not matter. Chris Taggart, editor-in-chief of the Junior magazine, cited Tesco as an example. The company launched a children's cashmere collection, which was sold for 11 pounds last season. However, he quickly pointed out that “in the case of basic products for mass market companies that do well, they will need high-end products. In fact, consumers are saying that they are willing to buy basic products of these companies, but they also hope that Buy something out of the ordinary, because you don't want your child to be dressed just like anyone else." That's just for £130, a skirt with a Dior logo, and a £1400 Hermès Baby Cashmere Blanket to provide this market.

Tagart believes that the prosperity of branded children's wear is a national phenomenon. “Low-end designer children's wear is not just a South Ken or Chelsea phenomenon, it also appears in East London, Essex and other areas. It was a few years ago the famous brand of men's clothing. The prosperous region.” Napoleon also pointed out that the influence of the Mediterranean countries also played a role. In these countries, parents and grandparents have the habit of giving generous gifts and clothes to children and grandchildren on special occasions such as baptism.

However, the ultimate decisive factor for this prosperity is the parents. They are the real market goals. Gillian Lee, who purchases children's clothing for Harrods department store in London, said: “The children I buy are up to 10 years old, but their sense of fashion is very strong. But to pay at the cashier's office Not children but their parents. So parents are consumers."

She said that parents now “spent thousands of pounds per quarter” to buy their children's designer clothes such as Dolce & Gabbana, Dior, Ralph Lauren, Burberry, Cavalli, and Marni. . These brands accounted for 60% of the total sales of Harrods Children's Wear Department. Of course, Ms. Lee will also purchase unique brands such as Maharishi, and will purchase Etro and Seven Seven Children's jeans from winter. Escada, Evisu, and Paul & Joe brands.

"If you are the kind of rich lady, you will want to let others see the designer clothing that comes out of the designer's hands, and also hope that your children are dressed in similar grades of clothing. But if you are the kind of hope that you are dressed If you can't afford the brand name yourself, you may buy brand names for your children, because children's accessories or suits are much cheaper than adults, and the children become your appendages. The shopping method is also your little 'celebrity' vanity."

Of course, please don't be misled. As Napoleon pointed out, children's wear is not a smaller version of the adult series. He proved it with the Dolce & Gabbana brand: The reason why the brand's low-age product line is so successful is that its fashion clothes are designed specifically for children, and the jewelry collection is complete, making it unique.

Stephanie Goldestone, owner of the PluminCheshire boutique, agrees. Her inventory includes all the latest must-have fashion brands and accessories, but she said that her best-selling brand is Nolita Pocket because it is “pretty new, very popular, and designed for children.”

Of course, the low-key style also has its own market, which is the unique market that Eva Karayiannis, the owner and designer of the company Caramel Baby and Child, looks forward to. "I don't want my daughter to look like Britney Spears," she said. Her clothing line is "having the breath of modern urban children: low-key, elegant, quiet, and fit and fit." The clothing line created by the mother who had been a lawyer and had two children "considered fully the children's lives. "Mode and size", not trying to create a new "brand to show status." Next year she will open a clothing store in Tokyo.

As for Catherine Connor's Papod'Anjo series, it is also a "normal style of children's clothing": this is a pretty, old-fashioned handmade tweed jacket, Peter Pan-style collar, long princess style. Skirts, classic-style shirts, robes and bathing suits designed for boys and girls under the age of 16. Connor opposed the use of the word "trend" when talking about children's wear. She said that the design concept of the Papod'Anjo series is an eternal inheritance of the classic heritage. The brand's collection is sold in select boutique boutiques in London, Portugal and Spain. In addition, Connaught also sells clothing through the effective network of the trunk show.