Childrenswear Grows Up

Today’s kids can look as hip as their parents with new styles that reflect a more sophisticated silhouette.
July 30, 2007

By Haley Shuler, Associate Editor — Digital Media

Over the past few years, childrenswear has trended toward adult styles with sophisticated cuts, modern trims and bold colors. Promotional products distributors are finding success in taking their best-selling adult styles and repositioning them for their children’s lines. Childrenswear has broken free of its previously limited style selection and color palette.

SO MANY STYLES
Children's styles are not only mirroring adults' but also taking up more shelf space at wholesale, as distributors are beginning to carry as many kidswear style choices as they do adults'. "Just carrying T-shirts and creepers doesn't work anymore," says Mindy Anastos, marketing coordinator for Ball Ground, Ga.-based L.A. T Sportswear. "Embellishers want a variety of selections for their customers. Offering an array of products is essential in the ever-changing market as consumers want more and more choices for their kids."

Though some styles will remain staples, it's the fashionable, adult-like styles that are drawing attention in the childrenswear market. Los Angeles-based TQM Apparel carries a fine interlock pant, capri pant and hoodie in youth sizes that are "very popular because they are the mini versions of our top-selling [adult] track outfits," says Juliane Hong, CFO. This year, the company introduced a youth fold-over yoga pant that "has been one of our best sellers in the adult market and is proving to be a hit for kids, too," she adds.

The demand for more diverse pants and bottoms reverberates throughout the childrenswear market. "We've had a large selection of tops in our product line for the past several years," say Amit Gupta, vice president of Monag Kids, Victor, N.Y. "However, this year there has been a great demand for matching bottoms. As a result, we introduced skorts, skirts, capri pants and shorts." Bella Girl ushered in a girl's cotton/Lycra spandex dance pant for 2007.
 
Bella also added a girls' heather ringer T-shirt this year, playing off the popularity of this style at the adult level. "The heather ringer was a new and highly demanded addition for 2007," says Brinden Asher, director of marketing for the Los Angeles-based company. "Girls love the vintage soft hand/feel of the heather T-shirt, and the contrast color sleeves and neckline make it a great style for school spirit packs or groups and organizations."

Raw serge apparel has topped the charts for girls over the past couple years, and now it's back with an edgier twist. Kavio, Commerce, Calif., recently introduced a lettuce-edge sleeveless dress made of 60% cotton/40% polyester in a surprising color choice. "The dress is unique and adorable because we took the camo pattern, which has a predominantly male theme, and softened it up with lettuce edges and heather fabrication," says Dean Vuong, vice president.

L.A. T Sportswear incorporated two outerwear pieces into its children's line this year with its toddler polar fleece poncho and zip-front jacket. "Children's outerwear gives decorators, especially embroiderers, an upscale winter offering that is unique and perfect for the retail environment," says Anastos.

But regardless of what fashion-forward styles trickle down from retail, there will always be a place for the basics. "The basic T-shirts, bodysuits and rompers continue to be strong for infants and toddlers," says Paul Kunitz, general manager of Valtex, Scottsboro, Ala. "They are the low-cost, plain versions of many of the fashion pieces seen at the retail level. Decorators can start with them and still make decent markups after they have been embellished."




FASHIONABLE FABRICS
What role does fabric play when it comes to choosing kidswear? Are customers looking for durability, a soft hand or new fabrications? From the girls and boys lines, parents want apparel that will stand up to playground-filled days. “Kids go through so many wardrobe changes in a day, and their wardrobe goes through so many washes,” says Bella’s Asher. “It’s important for their garments to last a long time, especially when parents can spend so much on clothing for their kids as they grow.”

For infant and toddler lines, customers seek garments with a particularly soft hand. “We use 40 singles interlock, which is our most popular fabric,” TQM’s Hong says. “This fabric is 100% super-fine, extra soft cotton and is a better quality fabric than the popular 30 singles baby rib or 18 singles open ended cotton. Interlock cotton is finer and more smooth, making a better printer and embroidery surface.”

Royal Apparel added thermal to its children’s line with a long-sleeve infant shirt made of 6.5-ounce combed ring-spun organic cotton thermal. Also, the manufacturer’s organic line includes basic crews in youth and toddler sizes, and a lapover T-shirt, one piece, hat and bib for infants. “Our organic apparel has been on fire, and we cannot even keep the goods on the shelf,” says Mayeri.



MARKET FUTURE
The childrenswear market continues to develop sophisticated styling options for kids because this is where the enormous designer market has driven it, says Bella’s Asher. “There’s really nothing cuter than seeing a little child wearing a fashionable trend like his parents,” she adds.

Distributors are carrying more style choices, and customers are seeking out more daring apparel trends. “The childrenswear market definitely is changing from basic wear to more stylish and trendy outfits,” says Monag’s Gupta. “Skirts, skorts and capri pants for children are now more popular than ever. Customers also seem to like a variety of colors and are not hesitant to try new, bold solids or a combination of colors for children.”

To comment on this article, contact Haley Shuler at hshuler@impressionsmag.com.