For the Playtime Wild Digital Days, Fashion Snoops Kidswear Director Nicole Yee and Ania Sommerauer, Director of Content Strategy + Kids, walk you through the key spring summer 22 Cultural Sentiments for the Kidswear Market.

This masterclass highlights consumer feelings and emotions as a barometer for a wider emotional climate of culture, providing crucial insights into consumer attitudes and behavior. Learn how these key cultural shifts will impact the kidswear industry in regards to product, marketing, and consumer expectations.

CULTURAL SENTIMENTS ?

Cultural sentiments refer to important underlying movements and driving forces that impact people's lifestyles, values and feelings.
Fashion Snoops first examines the movements that determine consumer behaviors and attitudes.
Then FS establishes how these cultural sentiments can be applied to your specific market, the children's clothing market.

The 2 cultural sentiments that will be relevant for the spring-summer 22 are REBIRTH and LIBERATE.

REBIRTH

Rebirth is all about second chances. A rare opportunity to step back, breathe and reevaluate what we've earned. It is a new understanding of the interconnectedness of all things.

After these months of pandemic, we all see with new eyes how we are reconnected as humans. We choose to be regenerated, reborn and renewed.

This sentiment is connected to the season narrative SOL. This narrative will be exposed during another masterclass on July 8th > apply here!

• narrative : kids specific stories that show how cultural sentiments trends to actual products for kidswear. Can be color, apparel, accessories, footwear and graphics...

CONSUMER NEEDS FOR REBIRTH

TOP 4 TAKEAWAY IN RELATION TO REBIRTH

Shifting society
As our definitions of family shift, we embrace diversity in its many forms. Brands have the opportunity to rethink their storytelling and connect with designers and artists in previously untapped markets, moving away from the traditional Euro-American centric mindset.
Shifts in demographics will continue to push brands and designers to design with inclusion in mind, targeting new populations and new markets. Celebrating the new normal of multigenerational, LGBTQ+, and racially diverse families. Brands offer toys that let children acknowledge and play in a world that looks like their own.

Outdoor education
Embracing our innate love for the Great Outdoors, brands create toys like Bird Bingo that encourage children to get outside to play and learn. Encouraging kids to learn from the planet, games like Bird Bingo and Wildcraft! teach children how to identify different birds or plants.

Reloved
The kids’ market now offers not only rental services but ones that promote a circular economy through reloved clothing and toys. In a push for sustainability, some brands have banded together to give clothes a second life, creating a circular model based around rentals or high-end consignment.

Power of purchase
According to a recent study, 60% of kids in the US are aware of household budgets. Kids serve as the information-gatherers, providing intel to their parents on what’s cool, what they like, and what they’re interested in.

LIBERATE

This generation is increasingly aware of the social issues surrounding it. Children are especially sensitive to equality and environmental issues. They want more justice for all and are building a new generation of committed and demanding consumers.

LIBERATE is connected to AMPLIFY narratives. This narrative will be exposed during another masterclass on July 8th > apply here!

CONSUMER NEEDS FOR LIBERATE

TOP 4 TAKEAWAY IN RELATION TO LIBERATE

Tomorrow's heroes
The Alpha Generation is increasingly aware of the issues facing them
today and are asking more of the brands than ever before. It’s no longer enough to have advertising telling people that your brand is environmentally friendly, now consumers want transparency in the process

Inclusivity
Millennials and Baby Boomers are far more likely than Generation Alpha to group into different viewpoints across gender.
The heightened sense of isolation and body image issues makes it more important than ever for the kidswear industry to expand their current offerings and not create specialty or separate collections that look aesthetically different, causing further isolation for these children.

Social media
In light of the recent pushback from local lawmakers to prevent Facebook from creating an Instagram for kids under 13, we’re seeing yet again the scrutiny of social media’s effects on children.
As social media addresses the concerns of an upcoming generation of new users, updates to features and innovative features speak to growing concerns of privacy and the Alpha Generations demand for equality.

Artivism
As art becomes increasingly accessible to everyone through online platforms like
theVOV, a UK-based initiative to create immersive online gallery experiences, children
learn from new and diverse artists.

Learn more with the replay