Words by Fiona Jenvey, Mudpie CEO.
Famous brands are developing mini me kids collections to strengthen their brand power in regions like Asia and the Middle East.
According to the New York Times, last year Burberry sold USD$91 million in clothing for children, an increase of 23 percent over the previous year. Indeed the majority of Burberry’s children’s outlets are in Asia and the Middle East which shows how a luxury approach to kids wear is being used to leverage brand strength.
Brands like Burberry, Fendi, Oscar de la Renta, Marc Jacobs, Missoni, Cavalli, Missoni and even Phillip Lim have developed children’s wear collections, either opening stand alone stores, or opening concessions in famous department stores like Saks 5th Avenue, Bergdorf Goodman and London’s Selfridges.
Image source: Burberry