After a successful Best of France show, the CEO talks where the kidswear market is going and why adult apparel brands are adding kids’ lines to their offering
The appetite for French kidswear is undeniable, so when Groupe Zannier presented collections from Catimini, Gaultier Junior, Kenzo Kids, Tartine et Chocolat, 3 Pommes, Lili Gaufrette and Ikks in New York, it was a huge event.
As part of Best of France, mini models showcased this season’s looks which perfectly captured the brands’ incredibly distinctive approach to fashion – think neatly tied scarves and perfectly placed berets. In between runway madness, we managed to grab 10 minutes with Groupe Zannier CEO Remy Baume to talk future kidswear and presenting the company’s collections in New York…
What changes do you see happening kidswear market?
The kidswear market is evolving quite fast. The mix-and-match attitude is increasing cross merchandising between style and brands and is completed by accessories that bring an added edge to the daily needs of the children. The evolution of the market leads to multiple segmentation.
Premium brands bring new products and limited edition items on a regular basis and mass market brands develop partnerships with designers to create specific and more edgy capsules. Moreover, an increasing number of brands coming from the adult apparel market develop children’s offerings to complete their brand statement. We also see the borders and lines moving between art, music and architecture.
Where do you see the kidswear market going in the future?
Even less borders and more digital approaches. Our mission is to cater to this new generation that lives connected to the world and is eager to participate as engaged citizens. We want to help them to grow and keep the values of our brand. Protecting childhood, ethical responsibility, autonomy and solidarity.
These are our key references while creating the collections, and we are responding to the needs of this moving market segment and customer. We still see potential to grow in the kids market – the key is to combine innovative products, sales support and an omni channel approach which is a vision we have been implementing more actively for the past few seasons.
Why did you decide to show in New York?
Best of France is the largest pop-up event created to promote the know-how and the creative image of France abroad. All sectors of activities in highly innovative fields ranging from Fashion and Beauty to Tourism, Technology and Food are represented. It is a pleasure and an honor for the Zannier Group to have been invited to exclusively represent the kids fashion part of this event.
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