Children's Luxury Market Has Been Taken Seriously.

"Father's going there" and other parent-child reality shows are hot, so that the children in the program become "little child stars". Apart from the interaction between parents and children, one of the most talked about topics is their dressing. The sharp eyed viewers will find that Wang Shi Ling and other children are very valuable. "Despite the slowdown in the luxury market in the past two years, the luxury growth of children's luxury goods in the European market remains 8%~9%." An industry representative of European high-end baby products agents told reporters.

Taking Burberry group as an example, its latest earnings report in October showed that in the first half of 2015, group retail sales increased by 3.5% to 774 million pounds (1 billion 190 million US dollars), excluding the impact of exchange rate, and the retail sales volume of the group increased by 2%. However, the turnover of children's clothing increased by 10%, an increase of 8% on the basis of excluding the exchange rate, much higher than that of other categories. In the first half of the year, its women's clothing sales were flat, accessories increased by 2%, men's clothing sales were flat, but on the basis of excluding the exchange rate, they fell by 1%; and the sales of cosmetic products increased by 4%.

Wealthy parents hope to continue to show their taste on their children. "Maybe this baby high-end clothing is only worn one or two times, such as the full moon wine, but the one or two compliments are enough to satisfy the parents. In addition, the gift market is also an important market area for high-end baby products. " The people told reporters.

Fast growing babies may wear only one or two seasons and high prices. Children's wear Is there enough market? In addition, in recent years, the growth of the luxury market has slowed down, and is the market for infant luxury goods also affected?

Despite the economic downturn in 2010, the budget of high-end consumers did not shrink to their babies, which led Burberry to focus on the specific market of children's clothing. In November 3, 2010, Burberry2010 autumn and winter children's wear product series was officially launched in the major Burberry stores. Most of these children's designs have continued the elegant taste and elements of their adult clothing series, just like the "diminished version" of the Burberry adult series, such as its classic windbreaker, lattice elements, and so on, but the color tone is full of childishness.

Another Italy luxury brand Gucci released its first children's wear series for the first time in 2011. The style also extended the sexy and bold style of the main brand. The product has 8 categories, including jewelry and accessories, from the age of 0-12. Prices range from several dozen to several hundred euro, slightly below Baby Dior.

　　 Dior (Dior) earlier layout of this market segment. As early as in 1967, Dior was led by the then design director Mark Bohan (Marc Bohan), pushing the Baby Dior to the Boulevard of Montaigne Boulevard in France. Other luxury brands are also not to be outdone. From Fendi (Fendi), Paul Smith (Paul Smith), Versace, Dujia Banna (Dolce&Gabbana), American brand DKNY, French brand Chloe, Lanvin and other luxury accessories brands not only set up the children's wear sub license, but also constantly expand their children's clothing shop.

"In the last five to seven years, the European children's luxury market is booming. Baby boy It is also the fastest growing age in the global luxury market, and many baby luxury brands, like adult luxury brands, hold two new product launches annually. Nick Shiah, President of Naissance Boutique (Ni Song), who has many years of experience in high-end mother and baby industry, told the first Financial Daily reporter that with China's integration with the world, China's children's luxury market will also be the focus of attention and investment of future luxury brands.