Want to strengthen your relationship with your luxury brand’s customers? Just roll out a line for their kids. While it used to be limited to Ralph Lauren, Christian Dior, and Burberry, the children’s field has expanded to include Lanvin, Stella McCartney, Oscar de la Renta, Dolce & Gabbana, and Marni.
And, like its counterpart for adults, children’s luxury wear is growing faster than any other sector of retail clothing for the equivalent age. While it’s debatable how healthful wearing exclusive brands is for a young, developing brain, as far as the parents are concerned, enabling them to create a high-end “mini-me” seems to be the ticket to keeping them happy and furthering luxury’s growth.
Beyond adding children’s lines, the designers are also leasing standalone space to sell them. Gucci already has a freestanding Manhattan store devoted solely to its kids’ clothes, and Armani is opening one this fall. (Again, who said brick-and-mortar retail was dead?). Meanwhile, department stores like Nordstrom and Bergdorf Goodman are both putting more floor space toward their luxury kids’ clothes offerings.
At this point, we suppose the only question is when, and not whether, more niche luxury brands will roll out the kiddie clothes. After all, launching children’s wear for cash has been an upscale trend for almost two years. At this point, do you think we’ll soon see Isabel Marant for the under-ten set, or Balmain for tweens?