A study of the IFH Cologne shows: What the parents carry, their child also likes to carry. But is the children’s fashion industry really so inspired by adult trends? The Luna Journal has asked.

Children and adolescents increasingly dress like their parents. This is a central result of the recently published industry focus on children’s clothing by the Cologne Institute for Retail Research (IFH). According to this, trends towards dressing like parents are increasingly gaining ground. Manufacturers are responding by increasingly offering clothes that resemble adult fashion.

Changing demands on children’s clothing

One of these manufacturers, for example, is the Swedish fashion chain H&M. In addition to many playful and childlike designs, the giant retailer also offers children’s clothing that is based on the trends for adults in form, cut and design. “It is our task to be aware of the outside world, to observe sales statistics and to respond to our customers’ wishes. The customer is at the centre of everything we do and all decisions we make – our offer reflects this”, H&M says.

In fact, the so-called millennial parents (born between 1980 and 2000) make completely different demands on the baby and children’s clothing market today than the generations before them. Millennials are more trend-conscious, have more money and are willing to spend it on their children. According to a market analysis by Edited, the parents of this generation not only want to buy children’s fashion that satisfies their personal aesthetic sensibilities, but is also compatible with their values.

Market responds to customer needs

In past collections, the adaptation of the children’s clothing market to the wishes of this consumer group was already noticeable: the number of gender-neutral and current trends in children’s fashion has risen sharply. The same applies to the so-called “mommy-and-me collections”, collections for mothers and their children in matching colours. The children’s outfitter Jako-o is also offering a corresponding look for mother and daughter in its upcoming spring collection. “Here, however, we are consciously going the other way: we orient ourselves on the child and give mummy the opportunity to dress just as cheerfully and playfully,” explains Annika Reimund, Marketing and Sales Manager at Jako-o.

Focus on children’s needs

Trends or not – in the production of children’s clothing, the special needs of the little ones must not be ignored. “We believe that children’s clothing should be comfortable, stylish and practical,” says H&M. Jako-o also focuses on children’s needs: “Children want clothes that are easy to put on, don’t pinch or pinch – in short: fashion that plays along. Children love it cheerfully, which is reflected in colours, patterns and motifs. Against this backdrop, we adult fashion cannot be transferred 1:1 to children’s fashion. Our aim is to make fashion high quality, child-friendly and at the same time modern. We follow trends as long as they correspond to our philosophy – especially in terms of fit, cut and – last but not least – quality”.

Fashion vs. functionality?

All in all, children’s clothing should not only be fashionable, but also practical and safe. According to the IFH industry focus, functionality, safety and quality continue to be decisive purchasing arguments from the point of view of parents. According to this, parents pay particular attention to practical details such as press studs instead of buttonholes, safe workmanship and high-quality, pollutant-free children’s clothing.


You might be also interested in:

Black Friday and Cyber Monday more and more popular in Germany

Online trade continues to grow: IFH Cologne forecasts 63 billion Euro turnover for 2018


Link: Industry focus children’s clothing of the IFH Cologne

Image: maisonnoée