Social factors such as a rapidly increasing birth rate, the tendency for people to have children later in life, the importance of social network imaging and a plethora of baby-boomer grandparents with plenty
of disposable income at their fingertips, have all combined to make childrenswear a highly lucrative business.
But perhaps the biggest factor behind the boom is the endless stream of selfies and pap shots featuring immaculately dressed celebrity o spring from North West to Prince George and Blue Ivy. Designer childrenswear remains a relatively a small portion of the total industry but everything from mum and daughter dressing to kids on the runway from D&G to Chanel all point to rapid growth.
But, childrenswear today is a far different market than just 10 years ago. Kid’s clothing has begun to imitate adult clothing, as parents’ desire for their children to be ‘on-trend’ has increased and their consumption habits have shifted towards more frequent purchases.
And it’s not just the parents: kids are demanding a say in what they wear
and how they live. In a world where they are growing up so much more quickly, surrounded by influential peer groups and digital comfort, they know exactly what’s going on. That’s why we, at Trendhouse, have designed a stylebook that is a step on from all other publications on the market. Sounding out reactions from youngsters, aged 3-12, and their millennial parents, we have arrived at a product, which brings to childrenswear the same disciplines and design kudos as demanded by the women’s and men’s designer markets.