Industrywatch: Children's Lines Have Mom Appeal

Pink chicken copy

Children’s companies Pink Chicken, Tea Collection, Aden+Anais, and Petunia Pickle Bottom are growing their brands by catering to the folks who pay the bills—the parents. In a reversal of the trend of established brands like the Gap and upscale labels like Burberry, who scale down adult trends for their offspring, these upscale brands are catering to parents who fall in love with a baby blanket, diaper bag, or cotton leggings—and then want the adult equivalent for themselves. Maria Bailey explains in a report on the trend in the New York Times that, “millennial mothers, who are in their early 30s and under, generally have positive associations with their own childhood, so they may want to recapture those emotions,” by wrapping themselves in the softest blanket, or dressing up in a relaxed little pinafore.

photo credit: New York Times

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