Parents are spending a small fortune on luxury clothing for their children, according to a report from Edited. The retail technology firm tracked 45 clothing retailers and found that the average price of a child’s denim jacket is $114, sneakers are $90 and jeans are $60.
While cheaper options are available, more parents are buying luxury clothes, which bumps up the average cost of childrenswear.
High-end childrenswear isn’t a new concept. Designers like Dolce & Gabbana, Christian Dior, Ralph Lauren, Burberry and Gucci have been making children’s clothing for years. But the sector has been experiencing some significant growth as new brands enter. In 2016, luxury accounted for 4% of the childrenswear market. Today, that figure has jumped to 11%.
The rise of social media is playing a role in the expansion of the luxury market. Parents are happy to shell out more money on high-end mother-daughter outfits just so they can post a photo of themselves on Instagram or Facebook.
Reformation last year launched a “Mama and Me” collection, with matching t-shirts and dresses. Moda Operandi also hosted a “Mommy and Me” trunk show that showed off mommy and me fashions. From sneakers to dresses, bathing suits and pajamas, the matching trend is here to stay.
The rise of miniature fashion influencers is also driving the market. Parents are posting photos of their kids dressed in hip fashions to generate more likes, more attention, and in some cases, more money.
The trend is big in the U.S. and Europe, but it’s also gaining steam in China. Young parents especially want their children to dress fashionably. For moms and daughters, this can mean wearing the same trendy outfit when out-and-about on the town.
More parents are adopting the mini-me trend when it comes to fashion, and with social media being an ever-increasing presence in everyday life, the mommy-and-me trend is not likely to fade anytime soon.
The mass and luxury markets in childrenswear have seen prices increase by 13%. Savvy brands are jumping on the mother/daughter and mini-me trends, so this trend may also continue to increase for the foreseeable future.
The most popular brands in luxury childrenswear, according to Edited, include:
- Ralph Lauren
- Stella McCartney
- Dolce & Gabbana
Edited’s report also found that teen shoppers are back with a vengeance. When looking at first-quarter data from 2016, 2017 and 2018, new arrivals in teen apparel has increased by 29%.