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Children and Baby Clothes Discount Codes
When you compare the market around children and baby clothes with the industry related to adult fashion, it soon becomes clear how different the priorities of each industry are – with the former industry dealing with children and baby clothes relying on functionality and practicality as much, if not more than, style, while in the adult industry clothing is far more focused on appearance and aesthetic value. This is also true of the materials used to create and manufacture clothing garments for the two different industries, with adult fabrics altering the way a piece of clothing fits and looks, while in the children and baby industry the fabric is much more heavily associated with comfort, health and safety. And yet, despite all of these differences between the adult and children’s clothing industries, the focus on vouchers and the popularity of various discounts and deals is still very much the same – giving many retailers and brands the boost they need to expand their reach into wider markets.
Exploring and delving into the industry around children and baby clothes, throws up a wide range of facts and figures as well as a whole host of different budgetary choices and premium branding options – with baby and children’s clothes being produced across every spectrum of the retail industry from the cheapest fast fashion through to the most high end designer brands.
A brief history of the baby and children's clothing industry
At a glance, this an industry which could be easy to overlook, with many readers being familiar with the concept of hand-me-downs and the idea that you will soon outgrow children’s clothes and so a focus on stylish pieces is not really a priority or a necessary consideration.
The idea of hand-me-downs is still very much a part of childhood, and yet with so many new brands coming to the market with different sustainable promises and health and safety conscious designs, the industry is still expanding to encompass new brands and new retailers as the focus of the industry shifts, and environmentally friendly creators receive more of a centre stage focus.
A great example of this is the way in which baby clothes are changing in style, with new research and recommendations from experts slowly changing the way in which garments and even accessories are fitted and used around babies – such as the use of bibs on babies as they feed, which may seem practical but should also be closely monitored in order to avoid strangulation, and even the provision of extra blankets at night which can very quickly become entangled around the baby and cause them to overheat or become injured.
Another example is the return of the popularity of white cotton, with the plain and simple material once again becoming a firm favourite with buyers as they acknowledge the breathable nature of the cotton fabric and the clean finish of the white, which quickly shows up stains and lets the parent know that it’s time for a wash. Gone are the days where the best designs were those with the brightest colours and the most accessories – the most modern brands are stripping babywear in particular back to the very basics and embellishing very simple materials and neutral colours with whimsical imagery and engaging characters.
Top Children & Baby Clothes Retailers
One of the most interesting things about retailers in the baby and children’s clothing industry is the lack of crossover outside of larger department stores which cater to most age groups. Upon exploring and delving deeper into the individual markets, it immediately becomes clear that most specific childrenswear or baby clothing brands cater to one or the other – creating designs and products which are targeted at a particular age group, whether that be babies, toddlers, younger children or older children.
So, with that in mind, where do the cut offs apply? This is where many brands run into challenges with regards to their product designs and collections, with no clear definition around what separates a baby clothing line with a childrenswear line other than the age distinction set by the brand or retailer.
Of course, department stores are one example of a retail sector which embodies all different age groups and stocks ranges targeted to all buyers – often using own brand labelling and a limited collection of external brand suppliers to offer different options at a variety of price points. Supermarkets are the same, leaning on their own in-house clothing brands and collections to offer clothing to babies and children which appeals to the wider market and is regarded as both affordable and wearable. Some of the most popular examples include:
- John Lewis
And then we have the targeted retailers which span across the baby and children’s clothing industry with varying degrees of age groups.
Baby Gap is an example of a retailer which focuses primarily on baby clothing, with the larger brand name expanding into the childrenswear sector through its Gap Kids brand – an entirely different collection and one which benefits from its own marketing strategy, but which operates under the renowned umbrella brand name.
Another example of a baby focused retailer is Mamas & Papas which not only deals with baby clothing but also expands its range to encompass baby accessories, toys and gifts.
Meanwhile retailers like Jojo Maman Bebe and Trotters cater to a variety of different age groups ranging all the way from newborn babies up to pre-teen children. Your children’s wardrobe is another great example of a retailer which is covering different age groups, though in this case it also operates as an industry specific department store – pooling together products from a variety of different global brands within the sector and giving them a platform through which to reach a wide captive audience.
Trends in Children & Baby Clothes
One of the largest and most influential trends in the baby and children’s clothing industry is the increase in focus on gender neutral clothing, sparking some historical research into where targeted gender styled clothing and garments came from in the first place.
Contrary to popular belief, gendered clothing for children has only really come into play in the last 100 years or so, with dresses and skirts being worn by boys even as late as the 1940’s. However, what is pushing the gender neutral trend forward more prominently than ever before in the modern market is the rise of education and understanding around gender stereotyping – particularly with regards to how this could be limiting a child’s expression of their personality and how it could be pigeon holing the development of a child before they have even had time to make their own decisions about how they feel and how they want to dress.
As such, one of the greatest trends to have hit the baby and children’s clothing market in recent years is the conception of brands which create clothing ideal for both boys and girls – with no focus on specific colours to identify the gender of the child, and no differentiation in the way that clothing is made, the fabrics used or the fits created. As well as being distinctly fashionable to the modern market, this also represents a clever expansion of potential markets for these brands, with the lack of gendered clothing meaning that they can tailor their marketing activity towards both genders of child with no concerns for whether or not they are overexposing one gender over another.
Some great examples of brands focused on gender neutral clothing include:
With that being said, it is also important to recognise that there is still a large place in the market for gender specific clothing – with many buyers wanting to see their little girl in a pretty floral dress or their little boy in a smart pair of chino trousers and a small tie. The fact is that the industry is expanding in terms of possibility – not limiting and shifting focus – and so the rise of gender neutral styles must be seen as an extension of what is available through the industry rather than as a replacement of what was already there.
Another top trend in the baby and childrenswear industry is one which is largely driven by celebrity and influencer images, whereby the mother (and/or sometimes the father) will wear the same outfit as their baby or child to create an unbreakable unity between the two. This takes the idea of siblings wearing the same outfits and takes it one step further, with ecommerce marketplace site NotOnTheHighstreet actually playing host to an entire brand section which is titled “Matching Outfits and Sets”. Another ecommerce marketplace favourite Etsy hosts the “Matching Mom and Baby” line while Amazon again boasts its own site section dedicated to matching outfits. This is a trend which has grown hugely through the use of social media visuals in particular, with mothers going through the motions of wearing the same as their child in order to capture the right photo for their profile.
Top Products in the Children & Baby Clothes Industry
As babies grow up into toddlers and then children, their clothing requirements change and expand – with the increase in available activities and active lifestyle choices meaning that they often require new outfits and garments.
Upon breaking down the industry to explore the top products in the baby clothes and children’s clothes sectors, the first thing to note is that the jump from baby to toddler tends to occur at around two years of age, when Babygro’s are replaced by small jumpsuits and outfits. Some of the most popular products in the industry include:
- Sleeping sacks
- Baby socks
- Shorts and Skirts
You will notice an emphasis on layers in the top product lines, with parents being subject to a ton of information about the importance of recognising that baby’s in particular operate at a higher core temperature than adults and so will likely not be as cold as you might think for a lot of the time. Layers are key in the baby clothing industry, and will continue to serve you well as your baby grows up into a toddler and then a child who is active and expels a lot of energy.
Gifting of Children & Baby Clothes and Prominence of Vouchers
When it comes to gifting in the baby and children’s clothing industry, gift cards are one of the simplest forms of gift that you can purchase – though the vast increase in the number of gifting brands and gender neutral clothing brands make gifting much easier now even if you are not sure of the sex of the baby. For those searching out gift cards, the majority of large retailers and high street stores offer gift cards, with many smaller brands benefitting from the gift cards which have expanded to include online marketplace sites where their brands reside.
Did you know that roughly 20% of baby product sales are now made online? The ecommerce sector around baby products and baby clothing is growing at a rapid rate, with new parents likely to spend three-quarters more time shopping online than those without children.
As with many other industries, ecommerce brands and those which purely operate online must work harder when it comes to their online marketing and advertising, as buying clothes with no previous interaction with the quality of the clothing is something which, even in the baby and children’s clothing industry, is seen as a buyer’s risk. However, as the above stats show, this is not slowing the industry down. Some of the most successful brands which are achieving this online success and becoming hugely popular despite only operating online include:
- Little Me.
- From Babies With Love
The beauty of an ecommerce presence? Global recognition and the potential for worldwide growth, with CamCam operating over in Copenhagen, while From Babies with Love send all their sales profits off around the world to help abandoned children.
In essence, when it comes to the baby and children’s clothing industry, the best marketing lies around strong messaging, clean and safe products, and a recognition of the various industry trends and knowledge of where each brand sits within those trends.