Their collections do not differentiate between genders, but rather only between age groups.
Much more than a pricing gap, a factor to take into consideration across all retailers is something that has become very powerful within the fashion industry, which is the development of gender-neutral collections. Numerous brands, such as JBC, who developed a gender neutral back to school collection, loungewear brand Pangaia’s gender neutral kids’ collection as well as Mini Rodini, who has a gender-neutral kids’ assortment, are all embracing gender fluidity within children’s apparel. Sustainability is indeed more prominent in kidswear, with top mass market brands releasing more sustainable kids’ clothing, than adult collections.Ī lower price gap between boys and girls could be caused by a gradual increase in boys’ collections amongst mass market retailers, who have previously catered more towards the girls’ kidswear segment. Millennials and Generation Z alike, are increasingly interested in investing in sustainable clothing, with parents valuing slow fashion for their kids. With the large majority of today’s consumers valuing and gravitating towards brands whose products have a low negative environmental impact, sustainability is becoming a key part of the industry. Sustainability is no longer just a trend within the fashion industry. Top retailers are thus actively tackling the sector and taking advantage of its prominence and the back-to-school sales peak. Leading industry mass market retailers ZARA, Mango, H&M and OVS are releasing higher amounts of kidswear collections this back-to-school season, with ZARA Kids showcasing an assortment share increase of nearly 30%.
Although the trend of increasing kidswear collections is visible throughout the year of 2021, the back-to-school shopping season is showcasing a particularly valuable increase in mass market kidswear collections in 2021, as opposed to 2020.
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