Children's wear market into the emerging growth field of the apparel industry, how to wear children in the future

Starting on April 7, Shanghai Fashion Week ushered in the third season of KIDS WEAR children's wear. The children's wear market with annual sales exceeding 100 billion is becoming an emerging growth area in the apparel industry. At the press conference, we talked to four designers about lifestyle changes, changes in consumer tastes, and the shaping of new design thinking in the market itself.

A healthy lifestyle, closer parent-child relationship, is leading a new design direction

The two children of the Guangzhou children's wear brand “memory in”, which has been focusing on “comfort and security”, released a new series of more emphasis on functionality yesterday at Children's Wear Week. Take the red-black jacket of the main push as an example. The delicate silicone material takes into account the rainproof function. The exaggerated strap is for the convenience of the child to tie the jacket to the bag after taking off to prevent loss.

The designers of "memory in" two children believe that lifestyle changes are affecting the new trend of shaping children's wear design. She mentioned that urban populations that are increasingly focused on healthy lifestyles are experiencing more sport-related lifestyles, including running, fitness, and cycling.

On the other hand, parent-child relationships are receiving more attention. “Future brands will combine sports and parent-child themes to launch a parent-child sports series that promotes parents to go with children.”

The design of high-end children's wear also needs to find a more distinctive style.

CHIVCHILD, which has 20 years of industry experience in the United States, is entering the high-end children's wear market in China with a high-profile “European Court” style. A large number of gold and silver hook lines and diamond-encrusted craftsmanship, as well as the rare red wine and green design of children's wear, add a sense of luxury and grandeur to the dress.

"This season's theme is 'Blurred'. We hope that children will be dazzling when attending important occasions, very grand and grand, but without losing their dreams." CHIVCHILD designer told the interface journalist.

The overly gorgeous style is limited to accept outside the show. Brand designers say that there will be a large number of daily costumes in the later stage, and the elements such as flowers and birds collage and diamonds will be applied to everyday clothes. “Let the children be like the festival every day. shine."

Regarding China's high-end children's wear market, CHIVCHILD designers believe that “a lot of people want to cut this cake, but there are so many resounding brands, and there is a problem of unclear style convergence. CHIVCHILD hopes to establish in this field. Start your own style."

Because of the relationship between the mother after 90, the girl’s aesthetic has become more personalized.

As a rare children's wear brand that focuses on the girl's field, Desha finds that the answer to the question of what a girl is wearing is becoming more diverse.

This week the children, in addition to elegant, sweet main series, Disha also launched the "Modern Sky", "naughty elf" and two more dynamic personality of the new product line, a main city fashion, a movement to meet the theme.

Disha designer told reporters that after three or five years, the mother will become the mainstream consumer group after 90 years. With the rise of consumption in this group, the personalized needs of girls' clothing will increase.

This year, Desha also launched the Haute Couture series for the first time. The next step is to cooperate with Swarovski on the Gaoding series. In the eyes of brand designers, the high-end market for children's wear has just started, "everyone is still exploring the stage."

Design sense up, children's clothing begins to show the aesthetics of children

David Charles, a children's wear brand by British designers, is still looking for freshness under the "English elegance" core this season.

On the one hand, the brand follows the advantages in the use of color, and presents a new season of spring and summer through the shades of grass green and dark green. In addition, in addition to traditional Dresses, the use of new composite fabrics that look like space cotton has shaped a “less formal” dress collection.