Teenage fashion is booming. In the first quarter of 2018, the market for youth fashion increased by a whopping 29 percent compared with the first quarters of the two previous years. This is the result of a market analysis by the British retail consultancy EDITED, which examined the US and British children’s fashion markets in more detail.

For the analysis, the London-based management consultancy EDITED examined the first quarter of 2018 of a total of 45 of the world’s largest fashion retailers. Compared with the first quarters of 2017 and 2016, it was very clear that youth fashion sales are booming: with 29 percent growth, the teen clothing trade outperforms all other children’s fashion categories and thus even sells better than baby clothing. This is a remarkable development because, as a recent study by the investment bank Piper Jaffray shows, young people only spend more money on food.

Marketing strategies for the clothing market deriving from the eating habits of young people

Indeed, young people are a difficult target group for the market. They are rapidly following trends, which is why special marketing strategies are in demand here. According to EDITED, it can help to analyse the eating behavior of teenagers and derive appropriate strategies from it. Accordingly, they prefer to eat in informal and casual locations rather than – as they did ten years ago – in full-service locations, prefer just as little interaction with staff as self-service and a comfortable environment. The management consultancy is certain: If you want to sell fashion to this target group, you have to follow a similar approach.

Gender-neutral and trendy children’s fashion on the rise

Therefore, another focus is  on millennial parents, who nowadays demand very different things in the baby and children’s clothing market than the generations before them. Millennials are more trend-conscious, have more money and are willing to spend it on their children. According to EDITED, the parents of this generation not only want to buy children’s fashion that suits their personal aesthetic sensibility, but is also compatible with their values. In the 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 the following children’s fashions has risen sharply. The same goes for the so-called “Mommy-and-Me-Collections”, meaning collections for mothers and their children that match each other in color.

Increase in growth in luxury children’s fashion

The luxury fashion segment for children is also growing. While this segment only accounted for four percent of the children’s clothing market in 2016, it already accounted for 11 percent in the first quarter of 2018. Ralph Lauren, Burberry, Dolce & Gabbana, Monnalisa and Stella McCartney are among the top 5 best-selling luxury children’s fashion brands. According to EDITED, in the past two years, both mass and luxury children’s clothing has become 13 percent more expensive on average.

Gender-neutral colors and prints sell best

The study also shows that gender-neutral colors are among the most popular colors in spring/summer 2018. Neutral colors such as yellow (+45 percent) and green (+18 percent) sold significantly better than, for example, Pantone Ultraviolet’s trend color 2018 (- 5 percent). The children’s fashion market is also showing a plus in the area of prints. According to EDITED, 54 percent of the clothing that is offered has prints, for boys in the first quarter of 2018 mainly with inscriptions (+ 27 percent), for girls graphic prints (+ 23 percent) and floral prints are far ahead (+ 13 percent).

 

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Link: https://www.edited.com/

Image: iStock

//JF