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Millennial and Kiddie Style: La moda ya no es solo cosa de adultos.

Los millennials somos indudablemente una generación que constantemente se encuentra en boca de todos. Que si nos da miedo crecer, que si nuestros papás a nuestra edad ya tenían familia, que si esto, que si aquello. Para bien o para mal, somos una generación de soñadores. Muchos de nosotros crecimos en relativa comodidad si comparamos con las situaciones de nuestros papás o abuelos. Las circunstancias de nuestra crianza nos han hecho una generación que se enorgullece de ser diferente y romper paradigmas, y la moda que consumimos y nuestros patrones de compra no se quedan atrás.

Gucci Kids Campaign // Web..

Para las mamás millennials ya no basta con tener cuentas de instagram perfectamente curadas y dedicadas en su totalidad a su impecable estilo y street-style. Ahora lo que este grupo de millennials propone es incluir a sus hijos en ese street-style. Es tal el amor por la moda de los miembros de esta generación que hemos decidido incluir a la siguiente en nuestra obsesión por el #ootd perfecto. Los bebés e hijos ahora son casi, casi parte fundamental de un outfit post en instagram, al grado de que muchos de esos niños ahora son mini-influencers ellos mismos. Si no me creen, busquen las cuentas de Alonso Mateo, London Scout, Coco e Ivan Zinko en Instagram… Hasta North West a sus tiernos 4 años es considerada una mini-influencer.



El famoso “mommy and me” no es nada nuevo, desde hace décadas las mamás visten a sus niñas como ellas mismas y a los niños como los papás. Es muy posible que muchos de nosotros tengamos fotos de la infancia en las que usemos los mismos atuendos que nuestros papás. La idea de tener un “mini-me” no es precisamente algo que hayamos inventado nosotros, pero sí fue nuestra generación la que lo convirtió en negocio. Las redes sociales, que constantemente saturamos de información y fotografías de nuestra vida diaria, han sido la herramienta que permite el crecimiento del mercado de moda (en especial moda de lujo) para niños.



La ropa para niños, antes considerado un mercado olvidado y sin importancia, hoy está valuado en casi 1.4 billones de dólares según Euromonitor. Es más, se estima que este mercado crecerá un 8 por ciento más para el 2021. Si bien es cierto que hay marcas de lujo como Oscar de la Renta y Dolce & Gabbana que llevan produciendo ropa infantil desde hace algunos años, el crecimiento de este mercado en particular ha permitido que más marcas abran sus puertas a estos mini-clientes.

Para los niños y niñas de 2017 ya no existen los vestidos con olanes, moñotes más grandes que su cabeza, ni shorts de colores pastel. Hoy en día los hijos de millennials son igual (o más) estilosos y expertos del hi-low street-style que sus padres. Sus closets son más grandes que mi cuarto de universidad, y están llenos de camisetas y loafers Gucci, tenis Vans o Nike, sudaderas Supreme y jeans de Target.

                           Gucci // Social.

El mercado infantil es un mercado con enorme potencial. Cerca de 40 por ciento de los millennials en el mundo tienen hijos, y tiene un poder adquisitivo combinado de cerca de 1.4 trillones de dólares, según una investigación de la agencia creativa Barkley US. Los niños y niñas de hoy serán los consumidores de mañana. Sería una mala decisión ignorar este mercado que desde sus primeros días en el mundo está tan involucrado en la moda. La meta de cualquier diseñador o marca es mantenerse relevante y seguir creando para futuras generaciones. ¿Qué mejor manera de hacer eso que enfocando los esfuerzos creativos en aquellos que en un futuro no muy lejano serán los clientes más exigente y educados sobre moda?

Xo,

C.

Millennials are, without a doubt, a generation that is constantly being talked about. Theres always comments about how were afraid to grow-up, or how “behind” we are in our lives compared to our parents, who had kids, a home and stable jobs by the time they were our age. Theres comments about us being free, creative spirits, with no care for consequences. When comparing to how our parents and grand-parents grew up, a lot of us grew up in relevant comfort. The circumstances of our upbringing have made us a generation that takes pride in being different and breaking paradigms, and the fashion we buy and the way we buy it are no exception.

Millennials take their aesthetics, styles and perfectly curated social media accounts pretty seriously, so it comes as no surprise that millennial parents arent willing to sacrifice these simply because they have children. Kids have become somewhat of an accessory in a meticulously planned #ootd. Babies and kids are now a big part of why we love fashion so much. Inspired (and dressed) by their stylish parents, kids like Alonso Mateo, London Scout, Coco or Ivan Zinko have even started to become mini-influencers in their own right. Even Kim Kardashians daughter, North West, at the tender age of 4, has become a mini-style icon.

Mommy and me style is nothing new. Parents have been dressing their kids up like little grown-ups, mimicking what they themselves wear for decades. Actually, its quite possible that a lot of us have baby pictures laying in which we wear the exact same outfit our parents wore (in my case, Im thinking of a specific picture, where my sister, parents and I all wear matching red Ferrioni polo shirts and hot pink fanny packs). The idea of having a mini-me isnt exactly something our generation came up with, but it was our generation that has made it the growing market it is today. Social media have played a huge part in this. Those Instagram, Pinterest and Facebook accounts we constantly flow with pictures and content from our daily lives have been key to making the childrenswear industry the growing giant it is.

Childrenswear was usually considered a small market, often forgotten by established and emerging designers alike. Nowadays, this once irrelevant market is valued in almost 1.4 billion dollars, according to Euromonitor. Whats even more surprising is that its expected to grow another 8% by 2021 in the United States alone. While it is true that making fashionable and trend-friendly kid clothing is nothing new (Dolce & Gabbana and Oscar de la Renta have been doing it for years), the recent growth of this particular niche has allowed tons of fashion houses and designers to open their doors and design efforts to these mini-clients.

Kids in 2017 will no longer be tormented with the frilly pastel dresses, bows bigger than their heads or the pastel shorts and cutesy embroidered sweaters that we were forced to endure by our parents. Nowadays, millennials kids are just as (if not more) stylish than their parents. Their closets are bigger than my college dorm room and its all Gucci loafers and t-shirts, Vans or Yeezy sneakers, Supreme sweatshirts and Targets jeans for them. Babies and toddlers are being trained to become masters of hi-low styling since birth.

The childrenswear market has enormous potential. Nearly 40 percent of millennials around the world are parents, and they have a combined spending power of about 1.4 trillion dollars, according to research from Barkley US creative agency.

Gone are the days where twenty-something-year-olds and thirty-something-year-olds ruled the fashion industry. Why not focus all creative efforts to cater to those who, in a not so distant future, will be the the most demanding and well-educated (when it comes to fashion, at least) clients? Todays kids will be tomorrows fashion consumers, so it makes total sense that brands looking to stay relevant and in the mind of consumers start making them fall in love with fashion at a young age.

Xo,

C.

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