Luxury e-commerce giant Farfetch has recently introduced its latest venture, There Was One Kids, a new kidswear collection under the Two brand. This comes shortly after Farfetch’s announcement of its entry into the activewear market. The kidswear collection is a result of a collaboration between Farfetch and its branded New Guards Group business.
There Was One Kids is aimed at children aged 4 to 10 years old, providing them with playful and vibrant pieces. Despite Farfetch and New Guards Group’s association with high-end pricing, the collection is positioned in the affordable premium segment, offering prices ranging from £45 to £110. In line with Two’s emphasis on elevated basics, the items are made from durable and sustainable materials, such as certified organic cotton. Each piece in the collection is thoughtfully designed to complement the rest of the range.
Included in the collection are brightly colored knitwear, graphic t-shirts, hoodies, and raincoats featuring the Two brand. Farfetch and New Guards Group assert that Two was developed based on data-driven insights on customer preferences, combined with fashion-forward designs and materials. This highlights the increasing trend among companies to utilize data analysis in creating products that resonate with their customers.
Farfetch identified a strong growth trend in the kidswear category, which served as a driving force behind the launch of There Was One Kids. Chiara Gatti, Senior Head of Category Management & NGG Digital Brands at Farfetch, stated that There Was One has become the go-to brand for conscious consumers who prioritize quality and longevity in their wardrobe staples. The decision to introduce the kidswear collection was guided by a deep understanding of customer needs.
The launch of There Was One Kids perfectly aligns with the upcoming spring season, offering customers a collection that is well-suited for the transition into the new season. Farfetch is continuously expanding its offerings to cater to the evolving needs and preferences of its customer base.
Useful links:
1. There Was One Kids collection
2. Farfetch website
