G'n'K: we are waiting with the children!
Everyone is used to considering the children's clothing segment as reliable and stable. Even in times of economic turmoil, it shows, albeit small, but annual growth. The trademark G’n’K has been producing children's outerwear for more than 20 years and has been able to prove its worth among the mass of strong competitors, both domestic and foreign. talks about how the brand works in modern conditionsOlga Kabargina, Development Director of LLC "Ariadna-96", trademark G’n’K.
Olga, over the years of the company's work, you have seen how consumption in the segment has changed. What is more in demand now, and what is less?
Well, I probably won't analyze all 20 years, but, as the statistics of recent years show, in our mid-price segment, clothing for children of the age category from 6 to 10 to 12 years is most in demand (if you stick to more familiar growth ranges, then this is 116–152 cm). Moreover, this is without gender separation and applies to all assortment groups: suits, jackets, coats, windbreakers, raincoats, vests. The share of sales of baby clothes, on the contrary, is decreasing. This should be taken into account when planning the development of production. And we will also, of course, change the composition of our collections.
– Today, according to experts, there is a revolution in children's retail. If earlier the decisive voice when buying children's clothes was the voice of parents or grandmother, today the situation has radically changed. Children dictate the choice. Do you agree?
Of course, yes. Moreover, we can talk in this way not only about teenagers. Children have had a voice in choosing clothes since the age of 5. They themselves determine what they will wear and what they won't. We see this on the example of not only our partners' customers, but also our own children. We often hear from clients that parents are forced to purchase exactly the things that children point to. Otherwise, they face the problem of a negative reaction in the store itself or unwillingness to wear this thing in the future. Increasingly, the reason for a refund when shopping without children is the argument "the child did not like it". Therefore, parents once again do not come to the store without their child.
Do you take this trend into account when developing new collections?
– Without a doubt. We pay great attention to studying the trends and wishes of modern children. In fact, sometimes even children's clothes become more fashionable than adult ones. Children are less conservative, they are seekers. They love to search and experience new things. And it's not just color or comfort when wearing. There are a lot of requirements. And we are really trying. We are pleased to hear flattering reviews from end customers about the fact that our quality and design are higher in level than some adult brands. Moreover, now we especially clearly notice that buyers who are used to buying clothes of a certain quality and price segment for children continue to do so, although the approach to choosing and the frequency of purchases is changing. Parents spend more time choosing, fitting, comparing prices, are more interested in the features of the model and those of the advantages that they see and hear. But if the brand arranged them a year ago, they will definitely come again. Our task is to give them exactly what they are looking for. And we are doing it.
–What can you offer your wholesale customers?
A good, high-quality, beautiful and fashionable product that modern children will definitely choose. Themselves. Because they want to be like their dads and moms.