<p>Another key driver of trends in <a href="http://www.jollyhers.com/" title="girl fashion clothes"><strong>girl fashion clothes</strong></a> is celebrity offspring, who are increasingly becoming fashion icons at an early age — from North West to Prince George, Princess Charlotte to Blue Ivy. “Children are important influencers today,” says Tom Kalenderian at Barneys. When Shiloh Jolie-Pitt was born, Barneys sold out of the t-shirt she wore on the cover of People magazine.</p>
<p>“We try not to chase our tails with the item of the moment, but we are impacted by celebrity babies,” adds Mary Elise McGowan, divisional merchandise manager for intimate, hosiery and kids at Neiman Marcus. “We have definitely seen an increase in demand for classic looks since Prince George and Princess Charlotte have been photographed wearing very traditional looks.”</p>
<p>John Lewis, too, is experiencing a royal baby sales boost. Last year, the retailer reported that Prince George’s traditional outfits had led to increased sales of boy’s navy knitted jumpers by 69 percent, and a 447 percent uptick in enquiries for similar items when he was picture wearing a quilted jacket for his first day at school.</p>
<p>Meanwhile, the e-commerce market for childrenswear is heating up — especially in the premium segment. Last year, Swedish e-commerce retailer Babyshop acquired its competitor AlexandAlexa to form The Luxury Kids Group, a premium children’s etailer expected to turnover €40 million next year.</p>
<p>Leading luxury e-tailers are also making strides into the market. Since launching in March, Farfetch’s childrenswear division has grown from 9 brands and 19 boutiques to nearly 70 brands and 30 boutiques. “The goal is to attract the same level of boutiques we always have [for adultswear] — but for kidswear,” says Candice Fragis, buying &amp; merchandising director at the company. Additionally, in2013, Net-A-Porter's Alison Loehnis confirmed the company had registered the domain petite-a-porter.com and &quot;will explore kids.”</p>
<p>Cécile Roederer founded Smallable, a French concept e-tailer for childrenswear, toys and home décor (which also operates a physical concept store in Paris), which sells almost 500 brands including Stella McCartney Kids, Munsterkids and Milk on the Rocks seven years ago. Last year, the business turned over €20 million with 60 percent of sales from international markets.</p>
<p>“When I started, there were not so many brands for children. It was a few, and we really needed to search for them, it was frustrating,” she recalls. E-commerce, as well as working well for time-poor parents, by enabling them to get everything they need in one place, without leaving the house, has also prompted a great desire for discovery among parents shopping for childrenswear brands, and sparked a shift in purchasing habits. “During the past few years, there has been a decrease of brands with big logos — big multinational brands. Especially because emerging countries like China, Russia, don’t want logo luxury any more. They want the product more than the brand. For us, there has been a move towards emerging designers’ products.</p>
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