Nyeemah Davis pulled away from her mother’s hand, bounded through the new children’s clothing store, 77kids, and marched up to the electronic kiosk.
Nyeemah, only 4 years old and dressed in a hooded, navy blue 77kids sweat suit, punched the oversize buttons on what looked like a giant iPod touch and snapped a digital self-portrait. Then she wandered over to the leopard-print hoodies.
“Oh my God, Ny absolutely loves this store,” said Laverne Davis, 28, of Clementon, N.J., who was shopping at the Cherry Hill (N.J.) Mall. “She always runs in here, and she loves taking her picture. . . . And she loves to dress herself. Sometimes it’s hit-or-miss, but she’s definitely more into clothes now than I was at her age.” Davis’ experience is why the stores that Gen-X’ers shopped at as teens and 20-somethings have opened kiddie versions.
Following the lead of J. Crew’s mini-me phenomenon Crewcuts, more of the popular specialty retailers (these days they are called heritage brands) have opened stores for tiny people in the past two years. 77kids is the child’s version of American Eagle. Perhaps you’ve noticed Aeropostale’s P.S. From Aeropostale or Abercrombie & Fitch’s Abercrombie Kids.
You might think that society’s shrinking spending-money situation wouldn’t support the success of such stores, generally geared toward toddlers to 10-year-olds (and their mothers). But it turns out Gen-X’ers — those born in the 1960s and ’70s — love dressing their children in layered versions of themselves, and even in hard financial times, they will save enough to splurge on their children, if not on themselves. Weekly glossies featuring the fashion choices of Shiloh Jolie-Pitt, 4; Suri Cruise, 4; and Sasha, 9, and Malia Obama, 12, also motivate parents to closely consider their kids’ style.
It’s also undeniable that little ones are more fashion-savvy these days. Kids as young as 4 or 5 aren’t just picking out clothes but exercising their own versions of brand loyalty. And while the prices aren’t cheap — a hoodie for a 7-year-old can cost more than $35 — modern parents seem to think it’s worth it.
“If Michelle Obama can look great in J. Crew and her kids can look great in J. Crew, then we can’t help but think that the rest of us should, too,” said Lisa Hayes, assistant professor of fashion design at Drexel University.
“Kids’ fashion is just miniature versions of what’s going on in the adult world. That is why we are seeing so much accessorizing (in kids’ lines): fake furs, boots, metallic belts.” As far as the retailers are concerned, it’s a growth opportunity — they have a captive, loyal-to- the-brand audience in the parents. And in a tough economic environment, there are few other options, said Marshal Cohen, a trend watcher at NPD Market Group.
“The men’s market is flat, the women’s market has grown slightly, and the kids’ market hasn’t grown at all,” Cohen said. In fact, he said, kids’ sales in 2010 were down 3 percent from 2009.
“But in the last three months, (kids) sales have started to grow. For brands interested in growth, this is important. They don’t want to be pioneers, but if they can steal some growth, that’s good enough for them.” Scott Birnbaum, senior vice president of marketing at Aeropostale, would agree. Since P.S. From Aeropostale launched in June 2009, the company has opened 45 stores, with a goal of at least 800 locations.
But it’s not just our favorite mall destinations that are opening their doors to the baby set.
Much like Ralph Lauren Kids, Gucci now offers a children’s line, as do high-end brands Burberry and Kenzo. Catalog favorites Garnet Hill and Lands’ End offer smaller versions of their basic apparel, and UGGs have been keeping toddlers’ feet warm for several seasons. Urban Outfitters even has a line for little fashionistas — makes me think about having a mini-me of my own.
At P.S. From Aeropostaleis already is a colorful nod to spring: Cubbies are filled with skinny and boot-cut jeans, and a wide selection of hoodies and tanks in lemon yellows and strawberry pinks is on the racks. There are even special fragrances for sale — Twinkle, Starlight and Sunshine. Want a discount? Kids can sign up for coupons.
77kids is equally fashion forward, touting similar special fragrances and shopping-reward programs. But in addition to the popular electronic kiosk — where you can pair your picture with the brand’s featured looks — stores offer snack bars filled with candy and healthy foods.
“We realize it’s just as important to market to the children as the parent,” said Betsy Schumacher, senior vice president and chief merchandising officer for 77kids.
But Schumacher was more enthusiastic about the fashion. And I can’t blame her. The clothes are cute.
“It’s about taking them and making them kid-friendly, from leather jackets to layering to jeggings,” she said. “Kids’ fashion used to be about utility. Now there is a definite fashion piece that’s been so much fun to embrace.”
77kids is one of the many retailers offering up pint-sized clothing for kids. Shown here is its rad zip up skull sweater, $34.50; rocker wear graphic T-shirt, $14.50; herringbone plaid pant, $29.50; and double pocket flannel shirt, $29.50. 77kids
