Global – The fashion e-tailer is targeting a new generation with the launch of its first pop-up shop for kids.
For a limited time, the brand will offer a selection of Gucci childrenswear for young boys and girls up to age 12 on its e-commerce site. Campaign imagery accompanying the launch showcases a group of young children wearing the designer clothing while playing in a vintage photobooth.
‘Over the years we have had consistent requests for kidswear from our customers, especially our most engaged ones’, says Alison Loehnis, president of Net-a-porter.com. ‘Women and men are not just thinking about style in terms of their own wardrobes, but in a broader sense of family and lifestyle. I have no doubt that social media has had some influence on this.’
In our Childrenswear Market we explore how brands are approaching kids clothing as an extension of their adult customers’ style profiles. Retailers are recognising that young parents don’t want to sacrifice their own aesthetic choices when dressing their own children.