This archive report was first published on 30 June 2019.
The luxury children's market has experienced significant growth over the past five years, with the industry now worth $3 billion and growing by more than two per cent annually, according to an IBISWorld report from Australia.
Unlike the adult clothing market, the luxury children's market is not dominated by a single company, making it an open market for various players. The industry has evolved beyond just shrinking adult clothing, with miniature designs made specifically for children.
Celebrity clothing lines have become increasingly popular, thanks to the Hollywood baby boom that has turned infants into fashion accessories. Fashion houses have also launched children's clothing lines, complete with accessories such as bags, shoes, and hair accessories.
Major retailers like Zara, H&M, Tesco, Target, Walmart, and Primark have entered the market with affordable, stylish, and minimalist children's wear, which appeals to 75 per cent of shoppers in this segment. Kenyan shoppers, including the international middle class consumer, are among those who shop at these stores.
Manufacturers in the industry take into account the fact that children grow rapidly, and their lines cater to various age groups, including tweens, who are influenced by Gen Z styles. Other factors that affect business in the industry include fabric, factory location, trends, and consumer preferences.
Interestingly, obesity has become a significant trend in the US, with sizes not being what they seem, and stocking plus-size clothes is now considered smart business. Children's styles are also influenced by adult trends, such as athleisure wear and hip-hop culture, as well as mini-me beauty pageants.
Parents can take a cue from the likes of Beyoncé and Rihanna, who have influenced fashion trends among children. Stores are aware of the need to make clothes child-appropriate, and parents can help make good choices for their children, even if they want to dress themselves.
Boys are also influenced by celebrities, with many dressing like their favorite personalities. Wealthy parents opt for high-end brands like Calvin Klein, while old money prefers The Gap. African parents in the diaspora seek ethnic looks for their children, creating a growing arm of fashion.
Ultimately, children are not dumb; they see the world around them and aspire to be popular, attractive, and famous. Parents can help their children develop confidence and a positive self-image by encouraging them to join a modelling school, which can also help them learn to be easy around fashion.
