BABY AND KIDS FOCUS PASSED:Layout 1 16/03/2009 14:30 Page 57
BABY & KIDSWEAR
Printwear and Promotion website has an interview ones’ clothes, or mending fabric holes and tears. supplier of custom-printed babywear, states in its
with clothing expert and consultant Sue Bolton, who There are many fabrics on the market to help these ‘About Us’ section: “We have invested a great deal
very helpfully clarifies many of the questions aspects and more – modern synthetic fabrics such as of time and energy sourcing a factory who
surrounding current standards: polar fleece boast of being both hardwearing, quick- understands the value of ethical trading, which is
The National Childrenswear Association drying and crease free. very close to our heart. Our products are ethically
(www.ncwa.co.uk) also offers advice and up-to-date produced, ensuring no child/prison labour, a safe
information regarding safety standards. Other Price environmentally friendly working environment, and
helpful websites on this matter include the British Price is another important concern for parents. While most importantly payment above the minimum
Standards site
www.bsonline.bsi-global.com and the designer brands can happily charge the earth for wage.” Nurseries, particularly those run by local
Oeko Tex site at
www.oeko-tex.com trendy childrenswear, the vast majority of councils, are also likely to have a firm
childrenswear brands are competitively priced as ethical stance when it
Durability mums try to make their children’s clothing budget comes to
Durability is another key concern for parents. Despite stretch as far as it can go.
the fact that children grow out of clothes quickly,
the clothes, while they are worn, are put through Key trends and developing markets
tough paces by their owners – jumpers are often left The gift market can perhaps afford a little luxury,
in a heap on the floor when it’s too hot to wear however. According to Katie Stewart, “offering a
them, and it's not unusual for a mother to unpack a slightly different product that appeals not only to
scrunched-up sweatshirt drenched in orange squash the brand promotion market but also to the gifts
from their beloved offspring's school bag. And and tourist industry,” is a key trend in promotional
babywear, while less likely to be involved in rough- childrenswear. You can see evidence of this on
and-tumble, is more likely to be soaked with all some of the online retail websites that offer
manner of fluids and therefore has to be able to personalised baby and childrenswear. The arrival
stand up to constant washing and stain removal of a new baby or sibling inspires a whole range
processes (it’s well-known to parents of babies and of tiny t-shirts emblazoned with ‘Bobby Rocks!’,
toddlers just how difficult pureed food is to get out ‘Daddy’s Deputy’ or ‘Big Brother’ which make
of their little ones’ clothes). perfect gift items.
Sportswear is a market which is unlikely to
Practicality diminish in the foreseeable, especially as the
Childrenswear also needs to be practical. It’s going build up to the Olympics continues apace. Kids
to be one bored housewife who would actively are unlikely to stop playing football, and sports
want to spend much, if any, clubs are still going to want branded kit to
time ironing make their players feel part of the team. Luckily
their there are a number of brands, such as Phase
little One and Kustom Kit offering tracksuits, jog
pants, baseball caps and sports bags, all in
children’s sizes.
Other emerging markets include pre-
schoolwear. With the government seeking to
increase nursery places, this is a market that
looks set to grow. “Baby, toddler and pre- purchasing its promotional merchandise.
school markets are becoming an increased Natural fibres, such as cotton, are popular and
promotional opportunity with limited the chemical construction of the garment is
product offer in our market place. This another concern, as no parent would want their
we see as a good growth market in child wearing garments that have been near toxic
the future,” comments Katie Stewart. substances. The Nappyhead website states: “No
With this in mind, Larkwood has harmful chemicals are used at any point in the
just launched a painters smock, production process.” To meet these concerns,
aimed at nursery and pre school organic cotton products are available. For example,
groups. A number of other several Babybugz styles feature in Mantis’s new
brands aiming fairly and 'Tender Loving Clothing' (TLC) Collection, which
squarely at the nursery and pre- are made from 100% certified organic, combed
school markets include Mantis’s cotton which has been processed without the use
Baby Bugz and UKL’s Spotty Dog of chemicals or dyes, making it popular with eco-
ranges. conscious parents and children alike.
As Katie Stewart points out, “apparently there
Green concerns is always a baby boom during a recession.” So as
In these cases, quality, ethical and long as the specific needs and concerns of
environmental concerns can customers are taken into account, childrenswear is
become just as important as price. a market that garment decorators could ignore at
Nappyhead.co.uk, an online their peril.
www.printwearandpromotion.co.uk April 2009 | 57 |
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