Fashion Information 202 1 Analysis on the Fashion Trend of Children's Wear

In 20021year, sustainable development will accelerate the development of children's wear design. Designers and brands will solve the problem of overproduction with simpler design and production, and inclusiveness is also the key. Many brands strongly advocate diversification, and then reveal the fashion trend of children's wear in 202 1 with Xiao C.

Keywords: 202 1 children's wear core concept

1. Resale and maintenance will be the key: resale and maintenance strategies are particularly important in children's wear. Children's wear in the growing period will soon be worn, which also meets the growing demand of consumers for sustainable fashion.

2. Join hands: Cooperate with positive companies to enhance brand appeal in a sincere way-this can achieve a win-win situation.

3. Explore the adjustment force: Explore how to make products more practical through adjustable design, with the focus on introducing better products rather than more.

4. Inclusiveness: the rise of neutral children's wear, thinking about how to make the design more inclusive and diverse.

5. Online and offline two-pronged approach: online and offline at the same time strengthen brand DNA, no longer split.

65438 +0 Resale Economy Rise

The mentality of consumers has turned to "the less the better", and resale is becoming more and more important in the children's wear industry. The rise of resale has been very stable and perfect, but only in the children's wear market, because growing children will soon be unable to put on their original clothes.

Sustainability will be the focus of this theme, it can also promote consumer loyalty, and brands begin to invest in recycled and repaired products. The new project of Hasbro and Terracycle is an example. In this project, discarded toys can be separated according to their components, processed into raw materials and then made into new products. Create a more closed cycle production line for authorized projects.

In addition to giving a single item a second life, repaired and resold children's wear can also create opportunities for the brand to attract new consumers, who may not be able to buy the brand's regular-priced products. For example, the Swedish brand Mini Rodini and the British brand William and the Wolf have certain discounts on second-hand clothes, and it is cheaper to sell them after repairing them.

This is especially suitable for circular economy. Children can wear it, but they can return it if they can't. They have been doing business with the same company. Kids, a Seattle brand on 45th Street, is a physical consignment store and recently launched an online subscription service. For consumers, the cost is lower, and for companies, it is a way to develop new customers through online platforms.

Nowadays, parents' first consideration is convenience. Brands that can make parents take fewer detours have a better chance of getting long-term loyal consumers. For established brands, additional resale options can be introduced, including offline and online.

Sarah Garner, manager of Retykle, a second-hand children's wear retail brand, said: "The e-commerce market (in Hong Kong) is not mature enough, but parents are the easiest line of defense to overcome because they need convenience."

Second, moral cooperation.

As consumers search social media to get the sales information of the next hottest product, cooperation has become the norm in the fashion world, but how to update the cooperation culture with moral concepts? 202 1, we will see the trend towards attaching importance to business and profit, and integrating into the brand cause. We can't just cheat consumers with the latest products.

Educating consumers about the concept of sustainable development will be the key, and brands need to take decisive actions to become pioneers in this field, rather than waiting for the law to take compulsory measures. Popular characters such as Spongebob, as well as traditional brands such as National Geographic, have expressed their views on the problems behind plastic waste, which has become a good case of integrating it with the brand road.

National Geographic has launched a multi-year plan to significantly reduce the amount of plastic waste in the ocean, and cooperated with North Face and other partners to educate and encourage environmental protection actions and promote such products to children and adults.

Spongebob cooperated with Waste2Wear to develop licensed products made of environmentally friendly materials, focusing on recycling plastics for pets. This is part of Nickelodeon's long-term plan to develop licensed products using recycled materials.

According to the voting results of Plastics Today, the vast majority of Americans (8 1%) want to see the label of "recycling instructions" provided by manufacturers/retailers on their products. Consumers may want to recycle, but they need better and simpler recycling instructions.

In addition to plastics and recycling, we should also combine children's enthusiasm with environmental protection actions, such as H& etc. M cooperates with WWF to produce products with illustrations and printed materials of endangered species. WWF hopes that this series can raise the environmental awareness of young consumers, which is also a typical case of promoting transformation through brand cooperation.

In sharp contrast with the overproduction in the fashion industry, and paying attention to the environmental impact, we can cooperate with environmental protection agencies to make up for the damage to the environment, enhance the brand image with effective methods, and become a part of positive change.

No.3 buy fine and buy less

Millennials buy less but better. According to the report of Dominion Bank in July 2065438+2008, 42% of millennials are moonlight people. Therefore, retailers need to find ways to show their value to these consumers and encourage them to buy quality goods with longer service life for their children.

This paper explores how adjustable clothing can bring long-term consumer loyalty, and introduces high-quality products using innovative materials and intelligent structures, such as lengthening sleeves, snap details, adjustable length, etc. The Spanish brand Little Creative Factory advocates sustainable slow fashion and makes single items that can be adjusted with children's growth. Its style can last longer and has a sense of inheritance. Although its initial investment price is slightly higher, consumers will spend less money in the future.

Little Borne's seasonal collection is made of 100% organic material, and the sleeves can be rolled up or put down to make the clothes more practical. During children's development, clothes can only be worn for a few months, so such adjustable elements are a good selling point.

Environmental protection can increase the return on investment of sales and social investment, so we should not only use organic cotton in the sustainable strategy, but also look for newer and smarter fabrics and production methods.

Lindsay Lorusso, co-founder of the Toronto brand Nudnik, comes from the waste industry. She used her knowledge to design a fashion collection for children. The brand cooperates with overseas factories to make products with scraps, which realizes a win-win situation for factories and designers.

Consumers and brands are paying more and more attention to buying fine products, not buying more. In this field, items with longer service life become the antidote of one-time design.

Fourth, advocate tolerance.

The inclusiveness of children's wear has been enhanced in recent years, and a large number of neutral brands and adjustable series have appeared. All these convey a clear message-consumers are increasingly fond of more diversified products.

202 1 we should not only advocate inclusiveness in design, but also implement real inclusive marketing, test what inclusiveness means to your consumers, and implement marketing strategies that are both sincere and loyal to the brand. Some people don't like the word "neutral" very much. You can use words like "tolerance" to encourage children to be themselves, regardless of gender, race or physical inconvenience. Refer to the newly published Tangereene magazine to understand this trend.

British companies have been leading this trend since the concept space of Agender in Selfridges was opened in 20 15. M & amps and River Island have also brought changes to neutral clothing, rejecting stereotypes, showing themselves and making neutral clothing more inclusive.

River Island's # Labelshare for Clothes promo advocates tolerance by respecting and praising differences, and uses words that can resonate with everyone. In the fashion world, labels such as "clothes label" and "disability rather than incompetence" have appeared. In the next few years, a more inclusive mentality will continue to rise.

Hollister pays attention to bullying and cooperates with anti-bullying app Sit With Us; Nickelodeon of Malaysia produced an anti-bullying propaganda film called "Working Together for Good".

Combining positive action with empowerment will have an important impact on children. Try to let the brand convey more information to all consumers, not only because it is a trend, but also because it is your position, and consumers will respect having an ideal solution.

Fifth, online and offline balance.

According to the report of commercial real estate group CBRE, the retail sales of stores increased by 3.4% in 20 17-the fastest growth since 20 12, which fully shows that American consumers will continue to shop in stores. According to the latest data from the US Census Bureau, e-commerce sales accounted for 9.6% of the total sales in the second quarter of 20 18, and 90% of the retail sales in the United States in the fourth quarter of 20 17 were completed in physical stores. Online and offline sales have increased, so online and offline display is equally important to the brand.

Turn the online store into a physical store, further let the brand DNA take root in the hearts of consumers, and Amazon is in a leading position with new physical store technology; Children's clothing stores that have made a fortune in the digital field are now testing physical stores to make up for the lack of e-commerce.

Smallable is a leader in this field. It was originally a popular high-quality children's clothing online store, and now there are two physical stores in Paris and a pop-up store in Isetan Department Store in Tokyo. This is an excellent way to attract new consumers who may not have noticed the existence of online stores in the past.

New york's Little Giants Giant Shorties made a fortune from online stores, focusing on children's street wear and sportswear. Now it has opened a physical store in Brooklyn, which is the boss Ivan Rivera's long-cherished wish, because many street wear brands have their own physical stores.

Of course, the integration of online stores and social media is also very important for strengthening social media communication and promoting cross-selling. Customized and personalized social media platforms are beneficial to brands and make consumers become designers. Referring to the case of Patchy Tiger, its customized parent-child coat has a strong visual appeal; The cooperation mode of tea picking closely follows the trend of # lovers' clothes/boudoir clothes/mother-daughter clothes, which we emphasized in WGSN feed.

202 1, online and offline are becoming more and more important. Pop-up shop has become an excellent way to build brand awareness and a good way to test the water market before investing in physical stores. Now is a good time to prepare for adventure.