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The evolution of China’s childrenswear market
Marketing to parentsClothing & fashion retailGreater China
Younger Chinese parents are more fashion conscious than the older generation and are willing to spend more on children’s clothing – a market projected by Euromonitor to be worth RMB 473.8bn by 2025.
Why it matters
Vogue Business cites a shift from the “pragmatism” of 1980s-born parents to the “image value” sought by 1990s-born ones.
The childrenswear market is always changing but in this huge market where single children have long been the norm there’s now a greater appetite for “cool” fashion and brands need to be ready to respond accordingly.
70% of parents aged under 30 “prefer “brands that are trendy and fresh” (Nielsen).
Spending on maternal and infant products accounts for 30% of monthly income for those born after 1995, compared with 25% for those born after 1985 (iResearch).
Collaborations and co-branding are seen as an effective way to attract the spending of younger parents.
Younger parents may be more fashion conscious but they’re also more environmentally aware and this understanding may help drive a resale market for children’s clothes.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。