In the the previous note “Is Direct to Consumer model the new Fashion reality”, we analyzed how the various brands and companies use the DTC-model to reach their customers in an exclusive way. But what about the kids? As some brand marketing strategists commented the previous article, asking if some brands use this strategy for the little luxury consumers as well.
Since the late 60’s, luxury childrenswear is growing. We’re talking about brands like Dior, Ralph Lauren, Burberry, Marc Jacobs, Versace, Fendi, Dolce & Gabbana, and among many more. Almost every designer brand has a kidswear line.
All these brands are growing because of easily expanding their reach, deepen relationship with their customers, remain relevant and start building their brand loyalty early.
What really makes these luxury apparel expand is the internet and the media. Twitter, Instagram and Google constantly gaze the celebrities. Parents who follow fashion are looking on Instagram in the hope to discover the latest trends. That’s why these brands put so much effort in celebrity customers, followed by updating their social media.
Examples: North West in Balmain. Suri Cruise in Louboutin.
Next to the influence through media, friends can give the ultimate step to purchase. The impact that reviews have is very powerful in our community. Sharing thoughts about brands or products create a certain image and new customers are likely to become fan after that.
Of course, there are retailers that make sure their luxury customers are getting spoiled personally.
– Digital Gucci Theater in Milan gives Gucci customers a huge brand experience. Customers can see a life size video look book with a big assortment of Gucci styles. They also highlight the children’s collections by creating a video wall for kids.
Childrensalon.com strengthens the bond between consumer and retailer by making the brand an active and social part of consumers’ lives. They dress up the littlest babies and post their picture on social media. Childrensalon sells childrenwear from luxury brands like Armani, Burberry, Chloé, Dolce & Gabbana, Fendi, Gucci, Kenzo, Marc Jacobs, Missoni, Ralph Lauren, Tod’s and Versace.
– Petit New York ‘s owner Lana Winters Tomzack and her business partner share their expertise with parents from all over the world. She sells brands like: Stella McCartney, Cavalli, Karl Lagerfeld, Hugo Boss, Scotch&Soda, Armani, Fendi, Versace and Dsquared. The DTC strategy is to personally help you find the perfect outfit, for casual, or fancy occasions.
But it’s how the purchasers make decisions that is important for retailers. And more important, who are those purchasers?
On the one hand, we have the Millennials. Millennials are highly educated, career driven, politically progressive and develop strong brand loyalty. Generation Z’ers on the other hand, prefer transparency when making decisions, because of the presence of information they are used to. But despite that, the malls are not dead for them. They still go the mall to shop. So, a good in-store customer service is equally needed as e-commerce.
The experience of Direct to Consumer for kids must be tailored in 2 ways, kids and their parents.
For the real customer experience, Disney makes sure you don’t forget about them soon. They look for special touches to make the customers feel appreciated. Being friendly towards guests and good communication between employees can already give a customer service experience.
Next to Disney, we have Imaginarium, who’s known for their iconic entrance. This is what makes Imaginarium stand out from all the other stores. It shows how important the customers are for them, no matter the age.
So, unlike the previous generations, brands don’t focus on advertisements as marketing messages anymore, but rather make a two-way communication line. The purpose of DTC for kids is to recognize the importance of creativity and capturing the imaginative minds of children and their parents.
see also Is Direct to Consumer model the new Fashion reality?
to know more: www.else-corp.com
written by Sabrina Karakut
