Luxury brands compete to enter the field of children's wear

In addition to "abc", gucci, chloé, marc jacobs and other brands have also entered the field of children's wear. It is expected that this market will have more room for growth in the future.

There are two main reasons why luxury brands expand their product lines from accessories and leather goods to children's clothing. First, children's wear is a typical shopper's and consumer's separated goods. The consumers of luxury big children's wear are children, but the buyers are Adults, adult preferences directly reflect the choice of children's clothing, generally speaking, the parents of luxury big children's clothing consumption are mostly the brand's own customers, the children's wear products of the brand are very easy to accept, and tend to choose the same brand The second is to cultivate potential consumers so that they can establish their perception of the brand from an early age and cultivate their feelings for the brand.

For Chinese parents who cannot “lose at the starting line”, they are not hesitated to invest in their children’s education and life. With the accumulation of wealth, more and more Chinese are becoming rich and new, and luxury consumption is inevitable. The only child is the only child. The implementation of policies has made the concept of “elite training” deeply rooted in the hearts of the people. Therefore, under the economic conditions permitting, it is reasonable for Chinese parents to purchase one or two luxury brand children’s clothes for their children.

More importantly, children are at a critical period of physical development. They have stricter requirements than adults in the choice of fabrics, safety, etc. Luxury big children's clothes are obviously more quality and safety than ordinary brands. Persuasive, and the design of luxury big children's wear is more fashionable and fashionable, and the psychological influence will weaken the influence of price factors. The increasing popularity of luxury big children's clothes in China also coincides with the current market performance.

The big luxury children's clothing in China has a vast market space in the future, mainly because: an economic growth is the foundation, increasingly affluent Chinese parents have the conditions to provide quality life for their children; Second, the psychology of the second-generation elite training is Catalysts, such as clothing, food, housing, etc., move children from childhood to close to their own circle, making them more competitive in the future. Third, brand awareness is the key. Most young Chinese parents today are “after 70” and “after 80,” once they Trust in the brand will result in loyalty. In the selection of children's clothes, it is easy to choose luxury big names. Fourth, social factors are inevitable. In China, the growth of children is the most important thing for families. Various festivals such as “100 days” Children's Day, etc., provide parents with various opportunities for petting children. In addition, social relations between adults will also promote the growth of children's gift consumption. Therefore, luxury big children's wear will have unlimited business opportunities in China in the future.

Although luxury children's clothing in China has a good market growth space, but it faces a prominent problem: children's values ​​have not yet formed, imitative ability is very strong, whether to wear luxury big children's clothing is to promote "luxury" or should pay more attention to its psychological Healthy growth, invisible through the use of luxury goods to create class symbols during childhood, is likely to lead to children's psychological problems, and the value of the adult world is beneficial to children themselves, which is very debatable and thoughtful. Therefore, the promotion of children's clothing in China by luxury brands must be clearly promoted.