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We will discuss with Natalia Pinyagina, the founder of De Salitto, how and from what the assortment of a successful brand of children's clothing is made up, how digitalization affects the children's segment.

Natalia, your company now has several successful brands of children's clothing. On the basis of what do you form an assortment line?

The range of the Fashion house consists of a variety of models for children from two to 16 years old. If we take collections of school uniforms, there are a lot of options for students up to 170 cm tall. And it's not just the breadth of the assortment - it's also very harmonious. Our designers think over each capsule within the same collection so that the models resonate with each other in terms of color and stylistic solutions. So that individual combinations within the same size range remain elegant and harmonious. Even a small buyer will be able to pick up things to his taste and create an image from objects of different capsules.
When developing collections, we always look at the child as an adult. 
That­­approach brings positive results. A clear proof is the positive feedback that the models of the Rose&Hearts series received at the Stefania Pinyagina premium brand at the Pitti Bimbo International Exhibition in Florence, where a number of lectures were presented coming autumn. The line, designed in the style of "rock", is distinguished by an abundance of leather, fringes and embossing, it looks very bold and adult-like, so that you want to put on these things yourself.

Natalia, have you ever thought about expanding into the adult segment?

– We are often asked this question. Even now, customers with an elegant body are willing to pick up family images in our stores, that is, sets that both mother and daughter can wear. When we accept orders for the upcoming seasons, we are faced with the fact that they choose paired fur coats and jackets. Moreover, many adults express their wishes for our Fashion House to start sewing clothes for them as well.
In fact, today the lines between children and adults are increasingly blurred. This can be said about external attributes, and about the economy. Now children are often inclined to make decisions on their own. When they come to the store, they try to determine what they want to wear without the help of their parents. The child sees different models, and in his mind there is an ideal idea of how he should look. It can be a four-year-old kid who quite consciously declares: "I want this!»– and which mom just can't refuse.

We offer children from a very young age the models of our collections at once «as adults», «as for the catwalk » and do not single out teenagers in a separate category. We shift the focus from the direct purpose of the products to their properties. And the range and size range of our brands covers all age groups in the segment. The child has the opportunity to "grow up" together with the collections. Regular customers admit that they have been buying clothes of our production for many years. They are happy to watch how the child grows, how his taste and sense of style are formed and developed. This is what the clothing brands De Salitto, Pinetti and Stefania Pinyagina are designed to contribute to.

Photo: De Salitto