Across the retail sector, one category that is on a steep climb is children's wear, with its growth far exceeding that of ladies and menswear. Fashion trends for 2017 include social media and young celeb influence.
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Kids wear boom in 2017
Technavio, an international market research company, forecasts the sector’s growth to be more than 6% by 2020. This percentage far surpasses the anticipated growth in the women and men’s wear sectors for the same period.
This boom appears to be in stark contrast with the overall clothing sector’s performance, especially locally. South African consumers are cash-strapped, as was evidenced by the retail industry’s results from the last fiscal; with most local retailers reporting tiny or even negative like-for-like growth margins – a cumulative result of a struggling global economy.
“Despite Ackermans being one of the few retailers to report positive like-for-like numbers over the past five years, the slow-down is due to macro-environmental factors. The drop in the rand’s value, climate change, political uncertainty and the rising cost of inflation has impacted consumers across the board.
“There is a greater focus on value. Many of our customers are looking for added value at a good price – for example, a two-pack of good quality school shirts for a few rands more than that of a single. There is an emphasis on getting more for less.”
Global design executive at Ackermans, Sam Jones, outlines a few of the fashion trends for 217 in children’s’ clothing.
Simplified styling, intricate detail: While kids are veering away from fussy, complex styles, they are focused on detail; embroidery, lace and even holograms are set to be big news in 2017. “Children’s fascination with social platforms that utilise augmented reality – such as Snapchat – will also influence design. I anticipate Snapchat’s quirky filters popping up on T-shirts and hoodies,” predicts Jones.
Mini-me: Kids are drawing style inspiration from celebrities – and closer to home – mom and dad. “We saw this trend a few years ago and it has been making a comeback in 2017. Kids want to wear the same styles as mom and dad and there is a demand for kid-friendly replicas of what they see their parents wearing. An example is a woman wearing a maxi dress, with her daughter emulating her in a three-quarter version, appropriate for her age.”
Twinning: Siblings are increasingly opting to wear matching or complementary outfits. Establishing their identity is important to kids, but in 2017, children are finding comfort in choosing to express themselves with their siblings as a unit.
Active wear: Children love active wear as it is both fashionable and functional, and even more so in 2017 as they see the ‘athleisure’ trend become more popular with adults.
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