Gen Alpha: Future-Proofing Kidswear Strategies
Published 31 July 2024
Already numbering two billion, Gen Alpha (born 2010 – 2024) is set to be the biggest generation in history and currently makes up 25 per cent of the global population, so succeeding in the kidswear market could mean commercial gold. However, parents’ priorities are evolving when it comes to dressing their kids. We pinpoint the strategies to nail, to meet their needs and win them over.
Market & Mindset Overview
Growing Wellness Wardrobes
Feeding the Fun
Embracing Sustainable Solutions
While we’ll see healthy growth in kidswear revenues for the foreseeable future, parents are becoming more demanding, with multiple priorities to be met in their purchases. These reflect practical concerns, such as value for money, cost to the planet, and boosting the wellbeing of their children.
While we’ll see healthy growth in kidswear revenues for the foreseeable future, parents are becoming more demanding, with multiple priorities to be met in their purchases. These reflect practical concerns, such as value for money, cost to the planet, and boosting the wellbeing of their children.
Diversifying active adult lifestyles are increasingly impacting on the activities of little ones, and this is creating fresh opportunities in kidswear. From outdoor pursuits and heritage sports to the dance studio and beyond, children’s wardrobes are becoming ever more wellness-led.
As highlighted in Dressing Gen Alpha: Key Kidswear Trends, ‘mini me’ (mirroring of parent and child apparel) is enjoying an ongoing resurgence. And as accented here and here, the fashion industry is experiencing a major merch-led boom. Both are feeding the fun in kidswear, with application at all market levels.
Several parental product priorities – kind to kids’ skin, durable, value for money – can be intrinsically linked to sustainability strategies, creating a double whammy of box-ticking for conscious consumers with kids to dress. Likewise, timeless traditional design is a great way to appeal to mums and dads who favour longevity over throwaway.
Gen Alpha: Future-Proofing Kidswear Strategies
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