Kids' wear moves back toward … kids!

DSN Retailing Today, March 14, 2005

Compared with the last back-to-school season, sweet looks are now taking share from super-trendy styles in the children's wear market.

While miniaturized versions of the latest teen fashions worn by Britney Spears and the Olsen twins still have their place in tween sizes, the market has returned to traditional silhouettes and embellishments in girls' wear. Likewise, the streetwear and urban influences that are popular in bigger boys' sizes are becoming less so in toddler apparel and the smaller end of the 4-14 size range.

"Fall 2005 is about kids being kids again," said Stacy Bobroff, marketing director for Lollytogs Ltd. Lollytogs is relaunching the Healthtex brand, recently acquired from VF with that concept in mind, and the marketing push behind the apparel, as well as the apparel itself, is based on the theme of children at play--not pretending to be pop stars.

"The whole motto is 'grow slow;' [it's] about having kids stay kids as long as possible and dressing appropriately" added Lollytogs' school brand manager Gigi Wynn Gregersen.

Children's jeans wear producer VF also reflected a shift toward less tricked-up items in its 2005 fall line preview.

"While older boys and girls still want to look like their older siblings, styles are definitely toned down in smaller sizes," said Cessy Brown, marketing communications manager. While still fashionable, items reflect more subdued but still fashionable embellishments.

The cross-market expansion of traditional children's wear brands, in particular Gerber and Carters, also speaks to demand for kids-only clothes. Despite the success of designer boys' and girls' wear, not every parent cares to shell out $185 for a pair of Prada children's shoes, and Wal-Mart, Target and JCPenney continue to expand their assortments as a result.