No Kidding AROUND

When it comes to shopping these days, tech-savvy children (and their parents) draw inspiration from social media, celeb-inspired looks, and ‘mini-me’ adult styling

BY BARBARA THAU

“you Ought to Be in Pictures.” That old-timey tune evokes how kids (and their parents) shop today. Chalk it up to the influence of our celebrity-saturated culture: Adults and their children are buying fashion and eyewear inspired by the looks outfitting the progeny of the stars.

At the same time, kids are shopping from the growing selection of adult-looking apparel and eyewear lining retailers’ shelves, as well as Mommy-daughter, Daddy-son “mini-me” looks, experts say.

MINI-ME LOOKS TAKE HOLD

Not unlike the groovy rock band from the ‘70s TV sitcom “The Partridge Family,” which dressed in matching outfits for gigs, mini-me looks are having a moment, marked by kids’ fashion and accessories that are identical to existing adult designs. This way, mom and daughter can both be on the cutting edge of fashion and be matchy-matchy, to boot. “More and more retailers saw the demand and the responsiveness of consumers to such an offering, and are now seasonally producing looks for the entire family,” according to a Fashionbi report.

On Isabella: Stella McCartney SK0002S from Kering Eyewear, a bright blue sunglass with signature chain detailing.

THE SURI, JADEN FACTORS

Celebrities have always influenced consumer buying trends—no news there. But in the Internet era, shoppers, including tech-savvy youngsters, are consuming a nonstop stream of digital content like never before, accelerating the speed and deepening the intensity of pop culture’s imprint.

As a result, kids (and their parents) are more quickly following famous pint-sized fashionistas, copying their trendsetting looks spotted on blogs and social media sites, and scooping up the buzzy brands—including luxury fare—they’re wearing.

Youngsters are increasingly in the driver’s seat when it comes to their shopping choices. “Gone are the days when parents used to be the sole ‘stylists’ for their kids, dressing them as they pleased,” says Ambika Zutshi, CEO of Fashionbi, a data and insights provider in the fashion and luxury industry. “Today, kids have a big say in what they want to be dressed into, playing a huge role in directing the spending of their parents.”

And these digital natives, with limitless information at their fingertips, are 100% more brand conscious than their parents’ generation, according to Fashionbi’s Kidswear Market report.

“Growing up in a world where social media and celebrities play a huge role as influencers, children are updated and know about the most recent trends in fashion,” Zutshi says.

Take Jaden Smith, son of actors Will Smith and Jada Pinkett Smith, for one. The 17-year-old model for Louis Vuitton’s Spring 2016 ready-to-wear collection has amassed more than 3 million Instagram followers, surely giving a boost to the brand, which boasts nearly 11 million followers.

It’s a sign of the times, confirms Zutshi. “Social media exposure plays a huge role in the choices that the young age groups make today,” she says. “With the emergence of celebrity kids like Suri Cruise, North West, Romeo Beckham, and many others, the limelight they get and lifestyle they portray is becoming super desirable for the ‘normal’ kids belonging to the same age group.”

And that can translate into retail sales. For instance, Amazon’s U.K. site saw sales of kids’ Crocs brand shoes soar 16% after Prince George was photographed wearing blue Crocs clogs.

On Giada, LAFONT pour les enfants Lenny round style with flower and butterfly print laminated over crystal clear acetate.

EYEWEAR FOLLOWS SUIT

And the same is true of eyewear purchases. “Children who have more frequent and high access to mass and social media are more likely to influence their parents on the type of frames they want,” says May Ling Tham, head of personal accessories and eyewear at Euromonitor, a global market research firm. Eyewear worn by celebrity offspring “tend to see sales soar immediately afterward.”

But there’s also a more practical reason driving children’s eyewear sales these days: increasing parental concerns about their children’s eye health, including issues with digital eye strain and blue light exposure.

As a result, “a majority of parents are more than willing to splurge on the best eyewear for their kids,” says Tham. “Many parents look for good lenses that offer 100% UV protection, shatterproof lenses, etc. Safety and comfort are key areas that they tend to look for.”