Childrenswear is growing faster than adults’ as Millennial parents dress their kids to be social media-ready. The childrenswear market has reportedly grown to $252 billion globally, and has been outpacing women’s and men’s fashion growth. According to children’s brand Maisonette, social media is the reason. Millennial parents have a bigger presence on social platforms than previous generations and are looking for Insta-worthy outfits for their offspring as their “family becomes their brand online.” Just one example: the #MommyandMe hashtag was posted over 5 million times in 2020 alone. High-end brands, including European luxury labels, are increasingly releasing children’s lines as the market heats up. YPulse’s social media behavior research shows that Millennial parents spend more time on social than their non-parent peers, and are more likely to say when they buy something really cool, they post it on social media. (Glossy)
