A I MUNICH, Germany Luxury womenswear e-tailer Mytheresa is expanding into childrenswear. Just try not to get jealous.
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Other e-tailers have occupied the space for much longer: Luisaviaroma has stocked kids clothing since 2013, while some dedicated kidswear multi-brand sites have been in business for over a decade, including AlexandAlexa and Childsplay Clothing, both of which launched e-commerce in 2007.
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mytheresa mytheresa Mytheresa x Gucci Kidswear Capsule | Source: Courtesy Mytheresa x Gucci Kidswear Capsule | Source: Courtesy, Mytheresa x Gucci Kidswear Capsule | Source: Courtesy.
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Launching on November 20 and December 3 respectively, the holiday capsules will ensure some style-conscious school disco outfits this festive season.
This launch was strongly driven by customer feedback and consumer insights we gathered. Indeed, the Neiman Marcus Group-owned company found that 40 per cent of its existing customers have children, so the market was there for the taking. The Neiman Marcus-owned e-tailer is kicking off childrens clothing sales with 35 brands, including capsule collections from Gucci and Dolce & Gabbana.
The e-tailer dipped its toe into the space in August 2017 with a "Mini Me" footwear pop up, which saw popular styles from labels like Gucci, Charlotte Olympia and Aquazzura sold on the website in children's sizes.
Weve seen the luxury market for children's fashion progress dramatically, impacted, in particular, by the influence of streetwear, Michael Kliger, president of Mytheresa, commented on the business move. Dedicated childrenswear brands, meanwhile - including Bonpoint, Monnalisa, Il Gufo, Tar ne et Chocolat and Rachel Riley - will also find a place in the dedicated section. There is a market that has dramatically changed on the kids side, he said. Dubbed Mytheresa Kids, the new website vertical will launch in January and carry clothing, shoes and accessories for girls and boys aged two to 12 and babies aged zero to 36 months. For more information read our Terms & Conditions. Certainly, Mytheresa is tapping a ripe opportunity: the $160 billion global childrenswear market is booming.
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mytheresa Since the project, Kliger said Mytheresa has seen an increasing amount of customer feedback asking why the brand doesn't carry more kids pieces.
If you would have looked 10 years ago, the luxury kids business would not really feel like stuff that kids like, but stuff that parents like to have them wear..
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It grew 6 percent last year and is set to outpace both menswear and womenswear market growth, according toEuromonitor International.
The Mytheresa Kids edit for girls, boys and babies will launch in January 2019 with 35 brands.
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Gucci, Burberry, Dolce & Gabbana, Fendi, Balenciaga, Balmain and Stella McCartney will all satiate the high customer demand the e-tailer has received for a kids selection from the most-buzzed-about labels. The new offering is targeted at existing Mytheresa customers, 40 percent of whom have children. The range will debut with 35 brands, spanning well-known designer names including Marc Jacobs, Chlo, Stella McCartney and Acne Studios, as well as specialist childrenswear brands like Bonpoint and Tartine et Chocolat and streetwear label Palm Angels. We have a customer that is already buying childrenswear somewhere else, said Mytheresa president Michael Kliger.
Read more: Have You Seen Christian Louboutins Loubibabys? Try These Summer Prints Instead, Net-A-Porter Branches Out Into Kidswear With Gucci.
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Competitor multi-brand e-commerce players have experimented with kidswear recently: Net-a-Porter sold a Gucci capsule earlier this year, while Matchesfashion debuted Balenciagas kids line on the platform in January.
mytheresa We can still benefit a lot from new ways [for customers to get] to know us., [How Millennial Culture Is Driving the Luxury Kidswear Market], 2021 The Business of Fashion.
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In the future, kidswear may also prove a useful customer acquisition tool for Mytheresa, which posted revenues of 303 million (about $346 million) for the fiscal year ending June 2018.
A pre-launch with Gucci and Dolce & Gabbana Christmas kids collections will take place on the site via a celebratory digital pop-up.
How Millennial Culture Is Driving the Luxury Kidswear Market. It clearly created an appetite with our customers, he said.
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Following the success of its kids pop-up campaign, Mini Me, in August 2017, Mytheresa.com is launching childrenswear.
Kliger says that high-fashion's streetwear craze has helped fuel the rise of cool luxury kids clothing. While high-fashion players like Dolce & Gabbana have long offered pieces for young clientele, a number of brands have recently segued into the space including Givenchy, Gucci and Balenciaga, the latter of which debuted kids clothing at its Spring/Summer 2018 menswear show. We are still in a phase where in many markets we are not well known, where in many markets good potential customers have not tested us or shopped with us, said Kliger. Ahead of the January launch, the Neiman Marcus Group-owned company has teamed with Gucci and Dolce & Gabbana on two holiday capsule collections, which will be released on November 20 and December 3 respectively.
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Read more: Net-A-Porter Branches Out Into Kidswear With Gucci.
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