Industry Report
‘Instagram influencer’ culture, shaping public opinion and style. If you get to the bottom of the influencing food chain, the general public wants the quality and choice that those above the chain may have, but for a much more reasonable and affordable price. The babywear market of recent years has been sent into a flurry of consumer demand for more choices and variations of styles.
We now see collections that are marketed for the whole family, with styles for kids and adults to be purposefully co-ordinated. Seen frequently on popular social apps like Instagram and TikTok, it evokes a sense of family fun and togetherness. The #mommyandme hashtag has gained over 6.6 million posts on Instagram. These provide countless examples of not just how widespread over the globe the twinning trend is, but also the happiness and joy that comes with it – from both the adult and child. The Babybugz Essentials collection features a range of tees, hoods and sweats for babies that were developed alongside identical garments in Mantis Kids and Mantis for kids and adults. These trends can be as subtle or obvious as you feel comfortable with; T shirts might be somewhat more elusive, while tracksuits are more in your face. Adults with younger families may feel more inclined to make these purchases sooner than later before their little ones can rebel against the idea and dress themselves! This follows hand in hand with the trend of personalisation in kidswear and babywear. With more advances in technology and how we can decorate a garment, printing businesses have allowed consumers and brands to totally innovate babywear. Many of these businesses saw a boom during the COVID-19 pandemic, and through lockdown, their online presence dominated the babywear market. Personalisation can make a product unique yet fashionable, providing an opportunity to embroider a name onto a blanket or create a unique design on a bodysuit. Personalised babywear makes a fantastic addition to a gift set, with brands putting together bodysuits, tees and accessories to create something really special. Giving birth is such a momentous and sentimental
www.printwearandpromotion.co.uk
occasion, and when celebrating new life, a thoughtful gift can mean so much to new parents.
Trends usually pop up from every part of the world around us, but with babywear, there is a common sense of practicality entangled into their existence
– Erin Button, marketing executive, Mantis World
Environmentally focused As parents become more eco-centric, the story and background behind a child’s garment become more and more important. We always want the best for our children, and consumers are increasingly searching for transparency regarding where their products come from and how they were made. Modern customer trends and opinions have shown an increase in responsibility when buying clothes with major concerns for including the standards of how the material is sourced, as well as the conditions and treatment of those in the supply chain. In 2020, we started putting QR codes into our care labels, allowing customers to see the full supply chain by simply scanning with their phone. They also give a full run-down of the environmental impact of the garment. Organic cotton is grown naturally without genetically modified seeds, artificial fertilisers or chemical pesticides. This makes it friendlier to sensitive skin. Babywear made from 100% organic cotton boasts a high quality and soft feel which appeals to the new generation of parents who soon enough, will make up the majority of consumers. Babybugz has been using organic cotton since 2005, and we have long known it’s the go-to for babywear.
Demand for unisex colours has increased over the years. Pictured is Babybugz’s Baby Bodysuit BZ10 in on-trend mint
What we pride ourselves on is our dedication to an ethical supply chain while consistently manufacturing high-quality and long-lasting garments. We have been doing so for over two decades and believe that our Babybugz range is the perfect choice for babywear, offering consumers choice and quality without compromising on values.
Babywear made from 100% organic cotton boasts a high quality and soft feel which appeals to the new generation of parents who soon enough, will make up the majority of consumers – Erin Button, marketing executive, Mantis World
April 2023 |53 |
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