Luxury childrenswear is booming in China thanks to mother-child influencer duos.

Luxury childrenswear is booming in China thanks to mother-child influencer duos. The luxury industry has seen increased engagement with young people in China, particularly among young Millennials and older Gen Zs. But now, young Gen Z is getting their luxury moment as sales for childrenswear becomes “a serious part of Chinese parents’ social currency.” According to Euromonitor, childrenswear sales were higher than womens and menswear in 2019, and the nearly $37 billion in sales represents a 14% YoY increase, with baby apparel showing the fastest growth. Many mother-child influencers and parenting bloggers are championing the growth of childrenswear on Chinese social media platforms like Little Red Book, fueling the “hype” for the apparel. Influencers like @superRenee are sharing their luxury mini-me outfits, promoting their own childrenswear brands, and offering up styling advice, and luxury retailers are also tapping into fashion bloggers who are moms to promote experiences among China’s young parents and their kids. (Jing Daily)