Luxury e-tailer Farfetch has recently published its first-ever Luxury Kidswear Report, which explores the influence of the Covid-19 pandemic and social media-savvy parents on the kidswear category. The report reveals that the pandemic has had a significant impact on consumer behavior, with 46% of surveyed customers confessing they now turn to social media for inspiration in kidswear. Moreover, 66% of customers increased their spending on kidswear during the Covid crisis.
To compile the report, Farfetch not only conducted customer surveys but also analyzed its own data from the past five years since entering the kidswear market. The results unveiled that New-Gen Parents, primarily Millennials, have emerged as a strong force in luxury kidswear consumption. Social media plays a key role in the lives of these customers, leading to the prevailing trend of seeking inspiration from various social media channels.
One noteworthy trend identified by the report is the rise of Kidfluencers & Sharenting. This trend highlights children themselves who possess substantial social media followings, known as Kidfluencers, showcasing their unique sense of style. Furthermore, parents sharing content about their children online plays a significant role in generating interest in kidswear pieces.
The report also emphasizes the increasing significance of Mini-Me dressing. Originating in China, this trend has now gained global recognition as Millennial mothers aspire to imitate celebrities and influencers who dress their children in matching outfits.
Pandemic-driven shopping habits have also greatly influenced the kidswear market. In addition to the overall surge in kidswear purchases during lockdowns, observed by mass-market retailers like UK-based Next, other trends driven by the global health crisis have emerged. Farfetch’s customers, like those of other retailers, have become more mindful shoppers. The need for children to have appropriate clothing for at-home activities has significantly impacted shopping behavior. Consequently, outerwear sales have skyrocketed, with brands such as Billieblush, Boss, Save the Duck, and Moncler experiencing a surge in sales on the platform.
Additionally, the report highlights the exponential increase in spending on kidswear for special occasions. Sales during festive periods such as Eid Al Fitr and Eid Al Adha in the Middle East, as well as Children’s Day celebrations in Japan and South Korea, have been particularly strong. Farfetch notes that the Middle East’s share of GMV during Ramadan almost doubled in 2021, and there has been a significant increase in kidswear sales leading up to Eid Al Fitr in April/May.
The report also sheds light on the growing trend of Kids Streetwear, mirroring the recent popularity of streetwear among adults. Streetwear brands, as well as parents, have embraced this category for children. Luxury brands are adopting similar strategies used for their adult collections, such as limited editions and special releases, to create a sense of rarity and exclusivity. Kids’ streetwear sales on Farfetch have surged by 57% in the past year, with brands like Golden Goose, Nike, Jordan, Stone Island, and Yeezy garnering particular popularity. In fact, ten of the top 20 most searched brands on the platform are streetwear labels.
Looking ahead, Farfetch predicts that there will be a sustained interest in individuality and a stronger emphasis on ethical issues as Gen Z becomes the dominant cohort purchasing kidswear. The company also expects an influx of new-gen labels entering the segment as kidswear becomes a must-have for most fashion brands.
Useful Links:
– Farfetch Official Website
– Farfetch Style Guide
