Children's Clothing: "Small" Business In High-End Luxury Goods

Introduction: high-end

"My little daughter is one and a half years old.

From birth to the present, this baby has spent about 200000 yuan.

These expenses are used to go to Hongkong every month to buy her milk powder, food, toys and clothing, not including the nursery she has just decorated for her, playing there, and she will not get hurt anyway, crawling or falling down.

Li Junhong (homophonic) is a young mother.

Her eldest son is 15 years old, and her husband is a top management member in a world top 500 company. The company is also a Hong Kong listed companies.

The four of them live in a luxurious neighborhood near the seaside in downtown Shenzhen, where every duplex apartment faces the sea.

When she talked about her two children, she had some feelings. "When my oldest son was born, I was in the state owned enterprise, and his father was an ordinary employee in a foreign company."

At that time, the cost of childbirth was reimbursed by the unit. I chose breastfeeding, and my son's clothes were made smaller by the clothes we wore. The toys were donated by other colleagues and friends.

In the past 15 years, great changes have taken place in the cities we live in, and so have our lives.

A mother like Li Junhong is not uncommon in Chinese cities.

From infants and young children, they try to buy the best food, clothing, toys or school things for their children, hoping to prevent them from losing at the starting line.

"Who is the new consumer group of luxury goods in China? Those who are born in big cities and have good economic environment are infants and teenagers.

Their parents may be the target consumers of luxury goods, but they are more willing to spend money on their children.

Wang Depei, vice president of China Economic Restructuring Research Institute, and director of Shanghai Fu Kha economic forecasting Institute.

High end children's wear and

Luxury children's gifts have great potential. "Who doesn't want their children to be more respectable and beautiful?" Li Junhong said.

At the end of the summer vacation, nearly 1.8 meter of her family had received a MontBlanc pen as a return to school.

In fact, many brands and designers, from Christian Dior, Burberry to Ralph Lauren, MarcJacobs, have been designing and producing mini fashion for many years.

Among them, Burberry's children's wear is a mature brand of children's wear line, and Philip LimKids, Little MarcJacobs and so on are also the leading brands in the sales of famous brand children's clothing.

But in the past two years, in the economic downturn, the rich have not reduced their buddies to their children, which makes more and more fashion brands start to focus on children's clothing and children's products.

Paul SmithJunior is expected to launch the market this month. It will be sold in large department stores such as Harrods and HarveyNichols at a price of 34 to 250 pounds, from the newborn to the 14 year old.

Fendi family's third generation successor, Fendi's current accessories director, Silvia Venturini Fendi has recently unveiled the mystery of its high-end children's wear line, and has launched a new series with Italy's famous brand SimonettaSpA in Italy Florence Pitti ImmagineBimbo children's Wear Exhibition.

At the same exhibition, Gucci officially released the first children's wear series for children aged 1 to 8.

FridaGiannini, the design director, uses all the iconic elements of the brand. Of course, Gucci's signboards, motorcycle leather jackets and leather windbreaker, are simply abbreviated versions of adult clothing.

After the official sale in November, you may be able to see the Suri Cruises of Kingston Rossdales and Gucci print skirts wearing Gucci logo boots on paparazzi.

It is reported that fashion and

Domitille Brion, former designer and art director of Bonpoint, said two years ago that the number of children's clothing brands is far less than that of adult clothing brands. However, according to the demand, there is still much room for development.

Sophie Devonshire, the founder of BabeswithBabies.com, the famous online luxury goods store, said: "at present, the trend of luxury products as children's gifts is becoming more and more obvious.

They want to show how special their gifts are. "

Whether it is for personal use or delivery, beautiful brand children's clothing is always good and popular.

Aiming at the Chinese market, Wang Depei said: "by 2015, there will be more than 4 million 400 thousand households in China's urban affluent families.

These wealthy families will "cultivate a large number of new generation of luxury consumers."

Since April 2nd this year, Dior children's wear (BabyDior) has opened a shop in Shanghai's Hang Lung Plaza, and more and more brands have begun to enter the Chinese market.

It is reported that the first stop of Burberry children's clothing in mainland China is Hangzhou, while Gucci children's wear will take Shanghai as their first choice.

"Luxury children's clothing is several times or even more than ten times the price of the ordinary children's wear brand." the director of Hangzhou Tower children's Mall said in an interview with the media: "Dior's sweater is priced at more than 3000 yuan, and the price of winter clothes is between 7000 yuan and 8000 yuan.

According to the statistics of the staff in the shopping mall, although the number of these fashionable brands is not as good as that of the ordinary brands, the sale price always occupies the front position because of the high unit price.

Many Chinese parents have a conspicuous consumption mentality when they buy children's luxury goods.

"After competing for luxury goods such as real estate, cars, watches and watches, more and more wealth groups are starting to compete with each other for the next generation."

Li Junhong said, "in the small community where I live, the news of which family's children go abroad or which famous universities in the country will always attract the envy of other parents with the fastest speed.

Every family has their children dressed up in good looks, hoping their descendants are better than their peers. "

Besides beautiful, luxurious children's clothing has another characteristic that is favored by Chinese affluent families.

"Children always like to put their clothes or shoes in their mouths. For safety reasons, I prefer to buy expensive things."

Cashmere clothing, safety material and customized shoes are the most popular products in top class children's clothing.

"Cashmere is undoubtedly the most significant trend in children's fashion lately," SophieDevonshire said.

In BabeswithBabies.com, children's cashmere clothing is a leading sales item.

"The combination of aesthetics and technology is quite difficult in the production of children's shoes," said MalolesMiracosta-Antignac, founder and designer of Petite Maloles, a hand-made children's shoes brand from Spain.

Children need complete comfort, and material selection and material pruning are also very complicated because we need to ensure one hundred percent of children's safety.

You have to be responsible for that. "