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Instagram baby clothing brands are gaining huge fanbases of Millennial moms.

Nov 04 2021

Instagram baby clothing brands are gaining huge fanbases of Millennial moms. Millennial parenting is being shaped by social media, and 37% percent of Millennial parents say they have purchased something for their kids after seeing it on social media—with moms even more likely to say they have done this than dads. Instagram-based baby clothing brands like Kyte Baby, Ryan and Rose, and Posh Peanut are becoming big business thanks to their social shopping habits. Social media groups have helped make these brands a success, spreading the word and sparking frenzy over some items. They act as “part fan club, part support group, and part safe space for women to connect with other like-minded women.” Pictures of babies posted in the groups often spurs sales as other moms want their own little ones to look as cute—“basically sales driven by FOMO.” Some moms, helped by pandemic boredom, have become collectors of hundreds of items from their favorite Insta baby brands, and a resale market for “rare” items from beloved brands has been thriving. (BuzzFeed News)