9 children's wear conferences unveiled at China International Fashion Week
In this year's China International Fashion Week, nine children's wear conferences were unveiled this year. It is worth mentioning that in addition to the designer brand, the American casual brand Hurricane's children's wear also appeared in the fashion week, an adult fashion week has attracted many children's wear brands can see that domestic designers are eyeing the children's wear market. The reporter found from many works that many children's wear designs can't escape the shadow of adult costumes. In this regard, domestic well-known designer Wang Yutao said that children's clothing is too adult is the main problem of children's clothing.
Children's Wear Power Week
There are 9 children's wear conferences in this China International Fashion Week. In addition to the original children's wear design brought by Chinese designers, there is also a press conference for American leisure brand Hurricane Children's Wear. So many children's wear conferences have created the future of the apparel industry will pay more attention to the development of children's wear brands.
In addition to the brand that appeared in Fashion Week, there are also some well-known clothing brands that have become well-known in the children's wear market. Among them, the fast fashion brand H&M has become the main force for replicating adult fashion children's wear. Whether it's hot pants or long skirts, H&M has scaled down the adult wear to the children's wear market. In a recent financial report, Senma showed that the increase in performance was due to the steady growth of its children's business. Last year, Senma's brand Barabala stores increased by more than 300 nets, and its market share has risen to 4.5%. Its brand Mengduo's sales surged 190% last year, reaching 60 million yuan; its brand Makarle plans to new this year. 200 stores in Zengmen. The Senma Group said that it will upgrade its children's brands in the future, with the goal of establishing a children's entire industry chain.
In addition, luxury goods also add to the layout of the children's wear brand, in order to get a share in the children's wear market. Burberry began to develop the children's wear market in 2009, and invited Beckham's children as brand spokespersons. According to Burberry's performance data for the 2013-2014 fiscal year, the sales revenue of its children's products accounted for about 4% of the company's total sales revenue, and sales revenue reached US$61.96 million.
"Two children" enlarge market potential
According to the consulting company Technavio's children's products report, as a developed country in the United States, baby boomers have disposable income accounting for 70% of total disposable income, and their daily expenditures have grown at a compound annual growth rate of 13.81%. Daily expenses are in 2014. Growing to $105 a year, it is estimated that in 2015, American baby boomers spent nearly $35 billion on their grandchildren.
Overseas surveys show that the global consumer spending on children's wear continues to grow, triggering the rapid development of the children's wear market. Among them, the emergence of a large number of children's wear brands has increased the consumption of children's wear, and the increase in disposable income in developed countries has also stimulated consumers' desire for consumption to a certain extent.
Last year, China ushered in the "two-child" era, which greatly stimulated the development potential of the children's wear market. Last year, China's children's wear market turnover exceeded 170 billion yuan, and the huge market potential has caused brands to overweight their children's wear brands. Especially in China, the once-child policy has made the family's investment in children continue to increase. Although the two-child policy is currently open, the best supplies for children are still the common choice of most families.
It is worth mentioning that, because the domestic children's wear market has just started, the market development is still immature. At the same time, the domestic children's wear brand also shows high-end, healthy and personalized consumption characteristics. Therefore, the children's wear brand has become a hot spot for parents to pursue and has great development potential.
Adultization into the industry
Recently, Beijing Business Daily reporter found in the 9th conference of International Fashion Week that most children's wear brands have more or less adult trends. The trend elements in adult wear are also almost on the children's wear. Although most designers say that their children's wear is more comfortable and safer than adult wear, the Beijing Business Daily reporter found that in addition to the size of the clothing, the children's wear on the stage of the fashion week is basically the same as the adult dress. . The industry believes that excessively adult children's clothing is recognized by parents, but may not be recognized by children.
Wang Yutao, a well-known domestic designer, said that the adultization of children's clothing is the main problem in children's clothing. If children's clothing is different from the size of the adult, there is no element belonging to the child. It is difficult to break through the original development of children's wear. Children have their own special features. Designers should create children's wear for children. At the same time, children should be based on the nature of children. In design, there are fun elements in which to win the favor of children, in order to create products that truly belong to children.
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