Europe is an interesting market when analyzed from the children’s perspective. The influence of Kids’ fashion by ecosystem and socio-cultural change has emerged as a new trend in the market. The main reason for such an impact is the emergence of celebrities in fashion and social media marketing.
This has raised the demand for kids’ fashion in the market, and now, kid’s brands have evolved.
Now, kids are more aware of the latest fashion trends that are based on occasions and events.
Back to school is a notion that helps kids to express themselves, and it has become their red carpet. For instance, Old Navy Kids, i.e., child brand, attained the largest market share on the third level for children’s wear at a global level.
The vice president of the Old Navy stated that kids are now more aware of fashion trends than ever.
Kids’ Fashion Trends Tendencies in Europe
In Europe, children branding and fashion wear have been evolving. The global children’s market for clothing has been expanded, and it has experienced a huge sale of €135.6 billion for the period 2015. This is a boosted growth level from 2010, in which the estimated sale was €122.1 billion.
In the overall apparel market, kids’ clothing accounted for the 12% growth for the previous five years. It is estimated that in the last ten years, in the UK, the growth for children’s wear has crossed the men’s and women’s wear market.
The sale of children’s wear in 2015 was recorded at 4%, which is higher than in the past.
The Demographic Shift
The main reason for increased performance in children’s wear is a social and demographic shift. In 2014, the estimated rate of income in the US and the UK had seen an increase that was due to an increase in disposable income.
This factor caused a boost in spending on clothing and child wear as people tried to make big wardrobes. This factor also involved the trade-up purchases for the sake of the higher end.
The manufacturing process and garment market gain unique trends set by the online market. For instance, the role of online and offline businesses attain a significant position in Europe. This concept is now taking the position of ‘unified commerce.’
The influence of the latest technologies, i.e., wearable tech, artificial intelligence, big data, and virtual reality. It has been playing its role in the garment industry, waste management, and sustainability matters.
Due to these effects, direct-to-consumer sales are touching peaks, and so there is an increased shift in global supply chains.
In Europe, the increased tendencies of readymade clothing and latest fashion wear have incorporated unified or digital commerce concepts. This means there is the merging of apparel brands in digital stores and less existence of physical stores.
The concept is being applied to online stores as people prefer to shop while staying at their ease. This form of highly personalized shopping experience has raised interest in kid’s wear.
Omni-channel strategies such as online sales, and cross-media sales. The shop activities, inventory management, and marketing activities have now transformed the image of the kid’s brand.
Due to the presence of brand stores everywhere, children are now more aware of the latest fashion.
Ecosystem for Children
The concept of the ecosystem for children centers on several cultural aspects. For instance, Asia Pacific culture and aspirations are being seen in European fashion.
It is due to the influence of occasions, events, and trendy markets. The booming middle class is providing new ideas, and due to the rapid expansion of brands at a global level, one concept spread everywhere. For instance, famous international brands, Uniqlo, H & M, Adidas, and Levi, are adopting different socio-cultural aspects, i.e., influenced by several cultures.
The designers for children’s wear are striving to adopt a greater portion of the market share. The street-level style and culture are now being incorporated in the formal style of children’s wear by imitating adult clothing.
The main cause is the desire of parents, who want their kids to look on-trend personalities. Due to such preferences, children’s wear designers, brands, and trends are establishing and raising the sales of kidswear.
The style, design, and quest for modernism are making people purchase high. So, this shift in buying habits is provoking brands to innovate and produce unique products.
The ecosystem of children is based on different aspects, i.e., formal, casual, and luxury. The latter kind of style is being innovated because its market is growing rapidly.
In Western markets, old parents, who possess high disposable income, wish to acquire the latest and trendy clothing for kids. This leads to aspirational consumption with a lavish display.
The latest trends in the market, i.e., latest forays by child wear designers such as Gucci, Stella McCartney, Marc Jacob, Roksanda, and Lanvin has been launched. On the other hand, some brands like Tommy Hilfiger, and Vince use licensing agreements and operate for children wear.
Mostly, in-house designers correspond to child wear by producing close replicas for children and the same dresses for men and women under the label, ‘mini-me’.
Kids’ Fashion Market
The market for kids’ fashion is growing day by day. The reason for this is the prevalence of new demand, according to media, and evaluation of new concepts, art influence, and vintage inspiration.
The trendy evolution has been in style since the last time, but now, with the influence of the latest technology and software, the same products get change. Parents get satisfaction from spending good money on their kids, money for their expensive dresses to make them look trendy.
There is further a next-level categorization among kids’ market, colors, style, and elegance in baby boys and girls.
For instance, due to the influence of media, young ones are much more likely to resemble cartoon characters by having the same costumes.
On the same lines, designers design dresses based on aesthetics, visual appearance, artistic elements, and fantasy, i.e., Barbie doll costumes, inspired by cartoon characters, pink, purple, and green frocks for baby girls, etc.
The tendency in the kids’ fashion market in Europe is undeniable. Social media and cultural styles have influenced it. Now, designers are mixing up old and new and formulating a new style. These hybrid products draw much attention from people, who are, of course, use of both styles.
Social Innovation
The role of social innovation is not easy to ignore. The adoption of innovation is attributable to the ecosystem of kids’ such as organic style; natural elements-based style, etc.
These concepts have been introduced to provide innovation and a new concept to people about the preservation of the environment and maintenance of culture.
The ethical form of traditional fashion, with the touch of technology, has been introduced in a fashion that is transforming the ways of fashion. This kind of social innovation includes social and cultural impacts on fashion wear.
The industry has been experiencing more innovative behavior than ever before due to eco-clothing, fashionable looks, and sustainable concepts. Moreover, different styles of price strategies apply on fashion wear for kids.
The selection of suitable fashion clothes is seen to be the responsibility of parents, particularly of the mother. This aspect has now a certain innovation under kids’ fashion.
Social media has changed the style of thinking and observing. The increased competition has caused youngsters to be modern and adopt the latest styles. Kids demand their clothes according to the events, and to fulfill their needs; parents tend to innovate or buy from designers to maintain the fashion sense.
Bottomline
The fashion industry has been growing, whether it is kids’ fashion, men’s wear, or women’s wear; everyone focuses on the latest trends and wishes to adopt new fashion. This industry has seen a boost in Europe, due to social shifts and innovation in technology.
The apparel market is facing new dimensions due to high competition in different sectors. Textile and fashion trends change daily, and these patterns gain influence from social media and celebrities fashion.
Fashion-interested mothers communicate about fashion with their kids and desire to buy the same outfit as they watch on TV.
The role of the supply chain in the development of sustainability in fashion is evident. It is easy to express through the terms that are needed to establish it, focusing on the objectives that fulfill demand.
From the perspective of the supply chain, there is a flow between the life cycle of a product and its impact on the environment. The value of kids’ fashion faces a growing value that is willingly taken over future modern trends.
By incorporating the latest fashion elements in the dresses, one can show social innovation. This innovation links to societal, and social-cultural factors, and is inspired by the environment.
The new form of inspiration takes the form of the ecosystem, and the mixture of organic and natural elements are being used to preserve and sustain the value of the environment.
Different organizations and fashion brands are adopting unique concepts by mixing them with the latest technologies.
The effect of industry-leading brands, marketers, and suppliers for the fashion industry is at the peak, and they realize that by the adoption of the latest processing techniques, new production is possible that would be according to the demand of kids’ fashion.
