Net-A-Porter To Launch Multi Brand Store In The Field Of Luxury Children'S Wear

Luxury electric business Net-a-Porter has taken an important step in the field of luxury children's wear.

According to fashion media Glossy, Net-a-Porter launched the first multi brand collection series of children's wear in January 21st.

The so-called "multi brand collection" means that many fashion brands will design a children's wear capsule series specially for Net-a-Porter. They will be sold exclusively as a collection series in Net-a-Porter.

At present, this multi brand collection includes 7 brands, namely Golden Goose, Lingua Franca, Yeah Right, Alanui, ATM, Chinti & Parker and Veja, for children aged 1 to 12 years old.

Net-a-Porter will shoot and produce advertisements for this multi brand collection. The protagonist is a "little net red" Sai De Silva popular in social media.

This is not the first time Net-a-Porter has ever set foot in children's clothing.

In July 2018, Net-a-Porter and Gucci jointly launched the children's wear flash shop, which was sold for 6 weeks in a limited time. The single product in the limited series continued Gucci's consistent aesthetics, basically a diminished version of Gucci men's wear and women's wear.

In an interview with Vogue last year, Alison Loehnis, President of Net-a-Porter, said that customers of Net-a-Porter have been asking them to launch children's clothing series for many years, especially some loyal customers.

"No matter men or women, they no longer relate to the style of their own closet, but begin to think about the way of life of the whole family.

There is no doubt that social media plays an important role in it.

In addition to Gucci, Net-a-Porter has also launched a limited number of children's wear series with Dolce & Gabbana and Moncler.

It seems that these cooperative responses are good, which also makes Net-a-Porter determined to step into the field of children's clothing formally.

"New Year's Day is a very suitable time to launch children's wear series," said Elizabeth von der Goltz, global purchasing director of Net-a-Porter. "It's January, and children are about to start school."

Net-a-Porter this collection of children's wear is a series of comfortable looks, including cashmere sweater, cashmere sweater, sports pants and sports shoes.

"We want to dress more comfortably in January, whether for ourselves or for children," said Von der Goltz. "This collection of children's clothing is not only comfortable, but also a luxury sport and leisure style for children."

The "sports and leisure" style of adult clothing, which blaze in 2018, can also be applied to children aged 1 to 12. After all, the boundaries between adult clothing and children's wear have become increasingly blurred.

As Loehnis said, social media played an important role in the popularity of children's clothing. Many people like their children to dress like a mini self.

Many parents like to send pictures of their children to social media. "Mother child dress" and "father son dress" have become more and more popular in recent years.

In recent years, children's wear is indeed a very attractive and promising market.

According to market research firm Ou Rui International, sales of children's clothing market in the world in 2017 reached 160 billion US dollars, up 4% over the same period last year, far higher than the 3.7% and 3.3% growth rates of men's and women's wear market. It is estimated that the global children's wear market will increase by 8% in 2021.

Whether luxury brands, such as Gucci, Balenciaga, Dior and Burberry, or street tide cards, such as Bape or singer Kanya West's brand Kids Supply, are embracing the new trend of children's wear and introducing the corresponding children's clothing version of adult clothing.

The advantage of buying children's fashion brands is that parents do not have to buy children's clothing specially, and buy one for their children when they shop, which improves the efficiency of shopping.

Von der Goltz understands that this is also the advantage of Net-a-Porter. "We can provide more convenience for customers who are already mothers. They can buy their own clothes and children's clothing at the same time on our website."

Parents' pursuit of convenience is not just that.

The parents of children's clothing brand Rockets of Awesome and CEO Rachel Blumenthal said to Glossy, "parents are more inclined to the less seasonal clothing, they like to buy children's clothing that can wear several quarters."

The launch of the multi brand children's clothing collection also accords with the new strategy that Net-a-Porter began in 2018, that is, continuous cross-border new fields.

In 2018, Net-a-Porter increased investment in glasses category, while eye brand gained more than 60% growth in the spring of 2018.

Today, Net-a-Porter is also pushing the children's clothing market in order to make the website a more comprehensive business platform and become a more concentrated shopping destination to satisfy the original luxury customers.

Author: Zhang Xinyu ZXY