As social media-minded millennials become parents, their propensity to plaster plaster photos of their offspring across social media starting from infancy has given rise to the “sharenting” phenomenon. This trend may be a global one, but it’s on another level in China.
The rise of children as social media status symbols has coincided with increased demand for luxury childrenswear in China, one factor helping to make the Asia-Pacific region the world’s fastest-growing childrenswear market. As wearing matching outfits with loved ones has a history in China, Chinese parents enjoy the “mini me” trend of wearing matching outfits with their children—a practice that has also been embraced in the United States by celebrities like Kim Kardashian.
According to data from Gartner L2’s Luxury China: Millennials & Gen Z Insight Report, close to one-third of Index fashion brands have a “children’s” product filter on their Chinese sites. Some are beginning to add these categories to Tmall and WeChat as well. One of the digital pioneers in luxury childrenswear is Burberry, which has its childrenswear line featured across all three of these platforms.
To inspire style-minded Chinese parents, brands are leveraging adorable “kidfluencers” to promote their collections on social media. Baby Dior, for example, works with child star Du Yuqi, a toddler frequently featured on the brand’s social media alongside his parents, actor Du Jiang and actress Huo Siyan. The child was made famous by the hit Chinese TV show “Where are We Going, Dad?” and one Dior Weibo post featuring him looking dapper in a tiny Dior tux generated close to 100,000 interactions when it was reposted by his mom.
Another brand investing heavily in kidfluencer marketing in China is Ralph Lauren, which sponsored a campaign featuring fashion influencer Gogoboi and his daughter on the children’s section of its WeChat e-commerce Mini Program.
“Luxury brands should tap into kid and parent influencers from popular parenting TV shows to increase their brand equity,” advises Gartner L2 APAC Advisory Specialist Amie Song. She also notes that luxury brands can look to the activewear segment for childrenswear marketing inspiration, thanks to this segment’s “strong performance in children’s apparel. For example, adidas and Anta have separate Tmall stores for children, and Fila has a Weibo handle dedicated to children’s apparel.”