The future of kidswear: 10 minutes with Groupe Zannier CEO Remy Baume
By Erin Rechner

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

Oct 01, 2015

Junior Gaultier
3 photos

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…

3 Pommes

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. Junior Gaultier

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. 

MORE: The exciting new direction of Paul Frank Kids

NEVER MISS OUT: Our team of kidswear experts are master trend forecasters plus reporting the latest news and ideas from the industry first. Sound good? Join WGSN.

The future of kidswear: 10 minutes with Groupe Zannier CEO Remy Baume

Please enter a valid name
Please enter a valid name
Please enter a valid email address
Please enter a valid email address
Please enter a valid website
Please enter a valid website
Add a comment...
Please enter a valid comment

Subscribe to WGSN

Request a demo and see WGSN for yourself.

Related stories

7 photos
How My Little Pony is winning in the kids licensing arena right now

4 photos
Fashion brand Tutu Du Monde offers a fresh take on kids' Halloween costumes

6 photos
Get your denim & coffee fix at 1Denim's new brick and mortar store

3 photos
The rise of indie kidswear brands

Shop talk with Kai Avent-deLeon of Sincerely Tommy
9 photos
WGSN Shop Talk with Kai Avent-deLeon from Sincerely, Tommy