Psychologists have shown that as early as age 3, children express brand preferences. This is largely due to parental influence and kids learning by example. Unfortunately, in America most parents don't investigate the images behind childrenswear brands until their first ultrasound. The nine month window fashion-conscious parents are restricted to in order to become acquainted with an entirely new clothing market presents a problem for lesser-known brands and retailers.


Besides the recent introduction of Cookie, most American parenting magazines are more concerned with time-out regulations than Tickittyboo's spring line. New American moms and dads simply do not have enough sources of guidance on children's fashion to make purchasing choices based on brands. The exception to this is the growing number of women's contemporary and designer names that have expanded their collections through also offering children's lines, transferring the pre-established brand reputation of the adult line onto the kid's wear. In such foreign territory, many fashion-concerned parents will lean towards these choices over lesser-known and debut brands for the comfort attached to a well-known name.

Despite this information, Cotton Inc reported in their spring 2004 children's market review that while private labels dominated selections of childrenswear in the market (65%), chain stores favored nationally branded apparel , accounting for 61% of their total selection. Within national brands, 29% of the items were licensed-character apparel. In contrast, a significant majority of adult clothing purchased at all storefronts the same year consisted of nationally branded apparel.

This breach in brand recognition between the adult and children's apparel market is staggeringly high considering the same audience is making both purchases. Consumers seem to be giving up hope in involving themselves in the market and reaching for the discounted private label. In order to close in this gap and increase branding productivity in the American high-end children's market some changes need to be made and already existing areas need to be strengthened:

Opportunities for Brand Expansion:

o Online retailing for the fashion forward parents on a time clock:

Many new online retailers are serving as guides to the market as well as venues to purchase branded children's items. Tech and fashion savvy parents are especially receptive to this approach. Front runners in this field have the consumer choose whether they are "traditional,'"modern,'or "bohemian'and at the homepage, then guiding them to an assortment of products appropriate to their aesthetic as seen at Felder and Charles. Others aid in co-op brand communication by having an entire section dedicated to explaining the philosophy and highlights of their featured brands such as Marcel and Paulette's online store.

o Gradual exposure to "creme'of the children's market through media:

The celebrity-as-royalty culture America has adapted and the current Hollywood baby boom contribute to a sparse amount of media advertising for high end children's clothing and accessories through paparazzi magazines like Star and day-time aspirational television shows such as Live Like a Star and Access Hollywood. This venue of creating publicity has been successful for big ticket items such as the Nuala baby stroller and, with expansion, has the potential for creating a complete image for brands who are able to gain celebrity endorsement through co-op agreements.

o Upward expansion through creating matching apparel for parents:

While it may seem like a risky project to undertake, several brands like Eliza Gran have been successful in creating limited adult lines based on their children's styles for parents who persistently asked for special orders in their size. While this is only appropriate for more sophisticated and wearable aesthetics, the impact of this kind of development expands awareness opportunities. Tag-a-long marketing is a possibility, where an item from the adult line is featured in a women's magazine, creating name recognition and positive press, then mentioning that it is an extension of a children's brand, bringing over a consumer who may not have otherwise been aware the label existed.

Publisher: infomat inc
InfoMat serves as a one-stop information source for international apparel, textile & accessories professionals. This is where retailers, manufacturers, wholesalers, and service providers interact with our network of over 350,000+ fashion companies. We make it easy to source, connect, compare, research and assess industry-wide business opportunities.
Web: www.infomat.com
Published: June 2006
Market: childrens
Region: usa
Industry: apparel accessories
Editor: roxanna rector

DISCLAIMER
Information in this report relies on sources including Trade Shows, Associations, News Releases, Government Reports and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof.