The children’s wear market is estimated at $1.4 billion globally. For the past five years, growth in the sector has outpaced men’s and women’s wear. In China alone, the category outperformed overall apparel in 2016 with a seven per cent increase in current value terms. From British luxury retailers such as Selfridges and Liberty London to e-commerce giants such as Farfetch and Net-a-Porter, no one is oblivious to the charms of the burgeoning industry.
Items such as a miniature Burberry tuxedo suit often retail in excess of £700. Brands sell to the top one per cent of the population. Even for high fashion, the steep prices are astonishing, especially since the garments are scaled-down versions of catwalk pieces. The growing interest in dressing children in more elevated labels is a financial prospect for a luxury brand as well as a way to gain customer loyalty. When the customer trusts the brand, they are more willing to buy into other categories from the same label such as children’s wear.
