New Fashion Lines for Tweens
Kauli, La Ormiga and Oh! Soleil stretch the lifetime value of their younger customers with kids’ casual lines for fall-winter 2016/17.
Kids are defining their own style earlier than ever before and they have increasing influence on their parent’s decisions when it comes to shopping for them. In preadolescents, this effect tends to become even more pronounced.
Marisa Durán, designer and founder of Kauli, experienced it firsthand with her own 10 and 14-year old kids. With the ‘Young & Chic’ collection, kids can easily combine jeans with shirts, blouses, t-shirts, windbreakers and vests that run the gamut from smart to casual. This is a design initiative with which Kauli hopes to replicate the success of its more traditional collections, distributed to 400 points of sale in such markets as the United Kingdom, Mexico, Australia or Arab states.
“Anteens aims to dress girls that were already wearing La Ormiga, but who are starting to develop their own sense of style”, Gonzalo González de Aguilar, head of communications, said. It has the same qualities, but the silhouettes are more relaxed and the patterns less prominent. These are new target consumers for a brand that already has its first points of sale in Belgium, Italy and England. La Ormiga, which is looking into taking the plunge into international trade fairs the likes of Pitti Bimbo and Bubble London, is also preparing to expand the reach of its online shop in order to provide service to all EU countries.
Oh! Soleil is another brand that continues to flourish. The company presented its first special occasions collection for up to 16-year-olds in spring-summer 2016 and now, in fall-winter 2016/17, the brand’s line reaches almost-adult sizes. Their line for teens currently ranges in size from 12/XXS to 18/M because “the clothing that a 16-year-old girl wants has nothing to do with what a mother wants for her 6-year-old daughter”, creative director Mercedes Duque explained. In fact, the “tween” market has grown the most and the brand has increased production of sizes 12, 14 and 16 by 15%. New York and Copenhagen are the most recent destinations where Oh! Soleil’s boho-chic style has made its way.