Children’s wear market aroused the interests once again due to the recent research conducted by Greenpeace in the previous months. The scandalous research revealed several hazardous residues found in children textile products, and now all the eyes have turned to the sector. Investigating the sector in detail, I found other remarkable facts about its market as well. Here is the evolution of the current state of the children’s wear’s market around the world.
Children’s wear market is one of the most lucrative segments in the global apparel industry. Estimated to hit a value of 173,6 billion dollars by 2017, the kidswear market was not even affected by the meltdown on the global economy. The market for infants and toddlers wear is recalled as the perfect text book case for a market pattern as well. Affected by neither economic dynamics nor new fashion trends, this fast growing market is expected to have a stable CAGR of 4.2 percentage through to 2017.
It should also be noted that the exact market size cannot be predicted because many of the companies in the industry are privately owned. According to Reference for Business; there are roughly 1,000 children’s fashion vendors supplying retailers, and specialty, mass and department store chains selling children’s fashions totals just 47. Even in children’s specialty shops, apparel accounts for 17 percent of floor space and 16 percent of sales (baby furniture accounts for two-thirds of space and revenues).
According to the report “Children’s Wear: A Global Strategic Business Report” published by Global Industry Analysts Inc., the global kidswear market is characterized by moderate level of competition, owing to the presence of large number of market participants and the lower switching costs. There are three main points spinning the industry: individuals, wholesalers and manufacturers, and retailers. Among those, individual consumers are the buyer segment, clothing wholesalers and manufacturers are the major suppliers, and retailers are sourcing supplies from both manufacturers and wholesalers.
Looking at the major players profiled in the report, Bealls Inc., Benetton Group SpA, Carter’s Inc., Esprit Holdings Ltd., Fruit of the Loom, Inc. ,FB Legacy, Gap Inc., Hanesbrands Inc., The Jones Group, Kellwood Company, Phillips-Van Heusen Corporation, Ralph Lauren Corporation,Sears Holdings Corp., Syms Corporation, Target Corp., The Children’s Place Retail Stores, The Warnaco Group Inc., and VF Corporation are seen. Grouping the market leaders is also possible. The first group, Discount/Department Store Retailers, composed of J.C. Penney, Sears Holding Co., Kmart and Wal-mart, reached a revenue value of 500 billion dollars in total with their nearly 3 billion employees. The second, the Chain Stores group on the other hand is composed of the ones which think that private label merchandise is more profitable than brand-name clothing. The report gives the examples as The Children’s Place Retail Stores Inc., Gymboree Co., GAP and Toys “R” Us, reached 16.5 billion dollars revenue by 2010 with their nearly 175 thousand of employees.
The consumer behavior of the buyer segment is also interesting. Recent years are witnessing rising sales in baby and infant clothing as a result of the trend of gifting is reinforced especially for high value products. In contrast to the changes in newborn clothing market, traditional dress is still preferred for the toddlers who simply need soft and comfortable products. That’s why, the only change manifested is the color variations for the toddlers group. For the children’s wear, however, the designers tend to create little adults models. Another trend for this segment is launching licensed clothes especially for the underwear and nightwear product groups. The advent of character-licensed clothing such as Barbie Princess and Spiderman nightwear has enhanced value of a category that was traditionally characterized by low-cost basic clothing.
According to Mat Bodimeade’s article on children’s wear market, the amount spent annually on children’s clothing can vary dramatically from household to household, from under $25 to several thousand dollars. The average family spends $107.28 on children’s clothing — $123.79 for each girl, $90.77 for each boy. Spending varies dramatically depending on household incomes and age of the primary householders. Households with an income under $10,000 spend an average of $24.67 on boys’ clothes and $49.75 on girls’ clothes, while households that earn $70,000 or more spend an average of $167.04 on boys’ clothes and $216.57 on girls’ clothes.
At this point, Europe and the U.S are the major consumers of the global children wear market. And the growth in double income earning families and working population is shown as the leading reason. This reason is also expected to cause apparel market to have more gains for the prospective period.
The rise in international travel consciousness as well as enhanced peer comments are the other causes seems to increase the size in sales. Thechildren’s influencing power on their parents to spend on kidswear should not be underestimated as well. And here, it is inevitable to escape from the smart adverts of brands which would attract smart kids of today’s world.
On Fashionbi.com / January 25, 2013
Raf Simons was presumably one of the most talked about creative director for the past two seasons. It was not only because of his abrupt departure from Jil Sander for his surprise appointment at Dior. But it was after the surrealist vibe he used for Dior’s Spring 2013 campaign and Fall 2013 collection, that he really took center stage. Even if many were not gushing over the new direction, that was taking a radical turn in Dior, it seems he has achieved the success somehow.
The 2013 Fall campaign, “Unseen Garden,Versailles”, as the name suggests, was shot at Versailles. The video description claims “the château and its surrounding park with well-kept secrets. The heart of the royal land and conceals an extraordinary world of poetry and color: in depth of its mysterious woods a secret garden blooms out of sight, inhabited by flower-women.”
Additionally, the link between the art history and flower-women and Dior, was most probably coming from the idea that Simons has mentioned in the interview given to Lisa Armstrong from Vogue Australia, that John Galliano’s designs were not ‘relevant’ anymore. And his words were explaining everything: “Dior woman hadn’t yet been immortalized in quite the same way, as say, ##Chanel’##s lady.” So it would not be easy for Simons but he has somehow succeeded in creating the right campaigns that are getting great attraction as the clothes are.
The campaign images had again hit the web. This time Dior was not working with the usual Dior campaign stars, who were well-known models, such as Karlie Kloss, Kate Moss or even Gisele Bündchen. Shot by Willy Vanderperre, the campaign images were starring unknown beauties from likes of: Daiane Conterato, Anna Martynova, Marie Piovesan and Daria Strokous. And they were of course more appropriate for the surrealist freedom.
The spring/summer 2014 collection was in the enchanting environment of Musée Rodin. The set, with its twisting and cascading decor, brought the secret garden and a mysterious rainforest to mind. Inspired by the interplay between the natural and the artificial worlds, the explanation of modernity was featured by asymmetrical shapes and loose silhouettes which were described as “sophisticated and savage” by Simons, himself. The flowers covered 3000 square meters of scaffolding was completed by first rows’ glamorous clients, government ministers and off-duty models from Eva Herzigova to Natalia Vodianova.
As he explained, the designs were a result of head thoughts rather than emotions so that most of the pieces were wearable and intriguing while being strange and remarkable at the same time. Moreover, there was an unexpected sense of color by which he actually integrated art into Dior. And it seems, that he is well on his way to actually creating a Dior woman’s rebirth from the ashes or moreover a new birth.
On Fashionbi.com / December 07, 2013
Christmas is coming! It is maybe the most colorful, most luminous term of the year… And one of the most profitable period for the brands, up to 40% of annual revenue. So, would you think the fashion brands would be idle? Of course not! They are now playing as the new black Santa’s within the digital innovations. And here’s, I picked for you, the most remarkable digital fashion Santa’s of 2013.
Recalling Kmart’s Show your Joe commercial, a simple but the funniest one of the year maybe, it’s a nice way to start. Considering that we usually do not encounter with such attractive guys in the real parties as seen in the commercials, Kmart’s dudes were just like one of us. How? Simple: they are not wearing pants as you will have when you get home. Controversial part is whether your guy would also jingles all the way with his crotch or not. Kmart leaves it up to you. But Kmart has always been doing this. There are many other viral hits of the retailer as well. Ship My Pants was another funny one published in the beginning of the year, for instance. And it seems the commercials of the company resound very much!
Next one is the American apparel brand GAP, as another one using photo-editing app VSCO for its holiday campaign “Make Love.” For the ones, who don’t know VSCO, it is “the anti-instagram” but is a lot like Instagram in terms of being a free application for photo-edit and share. The thing is that it does not polarized the photos as Instagram does, so your photo seems still like a fresh one even after the edition. At this point, Gap Inc. collaborated with seven VSCO users who acted as both models and photographers for a day wearing different Gap products based on Gap ’s holiday themes: fair isle, indigo,metallic, plaid, stripes, texture and warmth. Then the participants shared their works on Instagram and Tumblr as well as on VSCO. And it seems that they became so popular on those community platforms according to the results showing on both VSCO and Gap.com’s holiday gift guidepage.
Topshop is another brand using community platforms to power its gift guide. Topshop ’s gift guide this year is made up entirely of Pinterest pins. Entering the website, the shopper is following the embedded search boxes to look for a gift that will wow, a little something … or a gift for me, and then for someone who loves all things that sparkle, being ahead of the trends … or a bit romance. The results of each can be pinned, shared and of course shopped. Meanwhile, giant touch screens in the flagship stores of the retailer in London and NY allow customers to pin, share and shop as well. Staff in other some stores are wearing Pinterest t-shirts and carrying iPads to help customers walk through the campaign. Moreover, theconsumers are invited to create their own inspirational boards on Pinterest recalling the holiday theme to win many prizes.
Touchscreen storefronts is also used by eBay. For the brands, Rebecca Minkoff and Toms in the Westfield San Francisco Centre shopping mall, the consumer is able to shop via his smartphone or tablet device. Touching the screen, browsing the products and completing the order is just simple and easy as it. Then your items can either be delivered to home for free or you can pick them at the Sony Gallery on the floor below.
TheGoose Game of Louis Vuitton welcomes you with the famous song Santa Claus Is Coming to Town. While listening and inevitably accompanying the song, the visual feast takes you from one gift to another. Each and every gift divided in squares hides a part of the goose behind which creates even more sympathetic experience. Later is simple. In just a few clicks, the player can purchase whatever she wants. But even if one cannot afford to buy anything, it’s worth it to visit the website anyway; just for the colors, music and fun!
Jingle Mingle is another funny campaign by the American retailer JC Penney. Until December third, the vocalists were able to upload videos of themselves singing Silent Night. Hundreds of the best were then played on the facade of the retailer’s Manhattan Mall store. Moreover, JC Penney played well its social responsibility with this campaign and for each submitted video, JC Penney donated 20 dollars to the United Service Organization (USO). But do not get upset that you missed the singing experience, you can still go to the website and join the digital choir.
Digital innovations in fashion sector are now used to help Santa make people happier and surprised. Moreover, the individuals are interacting with those virtual Santa’s on this way. It is difficult to predict what are the digital trends for next year, but I cannot help thinking that we may select our gifts by touching the selections on the air in the kiosks.
Lastly, Merry Christmas!
Fashionbi.com / December 23, 2013.
Fur is an unethical product and designers who wish to use it in their collections, or those who wear it, must take responsibility for the way that their product has been produced [Learn more].
I wanted to point out out such subject because today was the third and the last day of the 8th Leather & Fur Fair held in Istanbul, Turkey. According to the(ir) website “All Eyes are Turned to the 8th Istanbul Leather Fair!”
… and I can’t help asking that REALLY?!!
Such organizations unfortunately take place in some other parts of the world as well. So, I have made some compilations to show what those eyes do not want to see: the real cost of fur !
There are some videos (English, Finnish, Italian, French) and reports (English, Finnish, Itailan, French) that I want to share with you, the conscious consumers. They were partly prepared by animal defenders and Fur Stop, and includes striking facts about the fur industry.
Remember PETA's fur campaign in nineties: “We’d rather go naked than wear fur" which was also supported by models like Naomi Campbell and Cindy Crawford (who somehow(!) gave up this fight after a while).
But I believe that even if we lost, and probably will lose many, like Naomi or Cindy, ethical responsibility in fashion will be gaining more and more importance.The recent fifty years changed the question from “How can we sell or consume more?” to “How can we sell and consume more consciously?” Hoping that developing technology and the ethical philosophy would be more intensively combined by the industry, therefore we will encounter with more than design experiences providing us, the consumers, with more product stories to become more conscious [Read more].
- to be continued. -
How many bags do you think a woman wants to have? Of course, countless! Let’s face it a woman will never have enough handbags. Then the question is which handbag a woman wants the most. And here is the top ten determined by the research of Digital Luxury Group .
The research is basically based on more than 130 million Internet searches and looks for the most saught-after bags. Yes, there are Gucci, Chanel and Louis Vuitton made the Top5 as expected but there are a few interesting brands as well. Moreover, one should be warn that you cannot see the ones like Fendi or Balenciaga on the list.
2012’s top 10 most searched luxury handbag brands begins with the Python Gia Satchel model byMichael Kors. It is followed by classic Q-lil ukita bag of Marc Jacobs and the oversized Alexa leather bag by Mulberry. In the seventh place, of course we have a Hermes! An orange Birkin bag is the most searched model for this brand. And then a very vintage model comes to the scene: the Nylon Messenger bag by Prada which seems still to be so fashionable for a woman’s complete style.
An unexpected brand, Longchamp appears surprisingly at the fifth turn. While it is the cheapest among others, or may be not considered as luxury as others, Le Pliage Medium Tote is the most searched fifth bag according to the luxury handbag study. It seems the luxury consumption trends are really changing. Gucci made it to the list with another vintage piece, 1973 model Leather Shoulder Bag. With no doubt, it would be a valuable investment for a wardrobe!
Getting closer to the top3, Chanel’s Black Quilted Lambskin Classic 2.55 Flap Bag with a price around 4.800 dollars, who could deny this piece if she has the purchasing power. At the end, we are talking about a classy, french and a timeless Coco piece which perfectly suits your special evening combination.
The authentic Damier Ebene Duomo Bowling Bag by Louis Vuitton is at the second place. Featuring a gold hardware, single zip closure and a spacious interior, this classic piece would be great for a daily use of luxury. Surprisingly the winner of the most searched handbags list is the Legacy Leather Medium Candace Carryall byCoach. The reason for searching for it must be the desire of carrying all the stuff within an elegant and timeless leather design architecture.
The results on the research have also interesting determinations about the country based handbag consumption trends. The UK, for instance, is the most handbag crazy among all countries. It is the country having the most handbag searches per person. The consumers from the UK also have a very nationalistic perspective so that the most saught brand was Mulberry for the country. On the other hand, the French are also mostly keen on French brands like Longchamp.
When it comes to the Hermes ’ Birkin bags, different countries have different interests of colors to buy. The French searched for the black, for instance, while Americans prefers orange to look for. Another surprising fact is about Japan where the brand Louis Vuitton handbags are in top 5 of the country. However, it is connected with that Louis Vuitton is an old brand there. According to the Economist, eighty five percent of Japanese have already had a LV product.
The winner in the handbag category seems to change from year to year. But the thing is to maintain a timeless reputation and at this point I believe in that no model can surpass Chanel classics. Selected as also one of the most expensive handbags, Chanel’s classy, shining and serious stance will always stay timeless.
Fashionbi.com / October 16, 2013.