Navigating Changes In The Dynamic Kidswear Market (As Seen on Playtime)
Ancient Greek philosopher Heraclitus was onto something when he said, “There’s nothing permanent but change.” And for us in the children’s fashion industry, there’s no doubt that 2025 is delivering a heck of a lot of change, from new customers, to new regulations and new technologies. Earlier this year, Playtime gathered a panel of experts - such as Cissy from MOMIJI - to discuss navigating changes in the dynamic kids’ fashion and lifestyle industry, you can read their full feature here.
Customer
Now up to bat is Gen Z, a generation for whom “authenticity reigns supreme,” notes Erin Rechner, Head of Childrenswear at trend forecasting firm WGSN. “There is no loyalty like there used to be, making it incredibly difficult for brands.” These days, being on point to dazzle this fickle new client can be a challenge, especially when trying to listen through the noise of TikTok trends and “cores” she notes.
Tariffs
Of course with all this talk of price and assortment, it’s hard not to think about the specter of tariffs that — at the time of writing — was to be 10% on Chinese imports and 25% on Canadian and Mexican imports. However, before setting off the alarm remember, tariffs are just part of the equation when it comes to sourcing.
Cissy Kang, co-owner of MOMIJI, a Singapore-based children’s furniture brand that manufactures in Indonesia, calls her own sourcing approach “fluid.” Kang and her partner, who took over Momiji a couple years ago, had to review all of the sourcing choices and options to ensure they were getting the right quality product at the right price.
Although they too are not planning any changes as to sourcing, for anyone who is, Kang has one piece of advice: Find a trusted local contact on the ground where your factory is located. “When you’re long distance, it’s too easy for a supplier to promise you the moon and send you a container of nasty surprises, all the while prioritizing other users who have local contacts exerting pressure on them.”
AI
For businesses trying to balance a value-conscious consumer and an ecosystem of rising costs, AI can be a welcome new tool in the toolbelt so to speak. Today, brands are leveraging the technology in all sorts of ways to make their businesses run faster and more efficiently — getting an AI assist in everything from copywriting to consumer profiling. Kang is a big fan of Photoshop’s generative AI capabilities in particular, as she says that the tech helped her out when they had shot a campaign vertically but ended up needing it in landscape.
Sustainability
Rechner admits the question of sustainability is a tricky one these days, as consumers are saying they want it but they’re not seeking it out: the old talk the talk but don’t walk the walk problem. But, she notes, this doesn’t mean brands shouldn’t keep pursuing their sustainability goals (we all need to for the planet’s sake). Companies with authentic commitments can stand out in the market, like new-to-the-US brand Momiji. In fact, Kang says at Momiji they’re doubling down by getting formal certifications and quantifying their carbon footprint as others have gotten quiet on the issue.
Struggling with all the changes afoot?
Our experts weigh in with their 10 top tips for success:
1 – Focus on doing one thing well
“This will lead to more success than doing a lot of things not as well. It allows you to be more nimble in addressing consumer trends and market hurdles.” – Lynsi Coressel/Saint Ida Swimwear
2 – Lead with what’s best for your brand
”For example, sourcing: If you are a European brand and where you are made is critically important to buyers, then you should consider a location with that in mind. However if your manufacturer can’t produce a good quality product, within the price point that you need, in a way that will work for you and your consumers, you need to keep looking.” – Lynsi Coressel/Saint Ida Swimwear
3 – Network
“Often you have a small clue or feeling about the direction you want to head in but the path forward is completely unclear. Keep enquiring, talking, and meeting. Every new person you share your vision or questions with can help bring you one step closer to the exact contact you need to tackle your problem.” -Cissy Kang, Momiji
4 – Invest in your difference
“As being a sustainable business increasingly becomes the norm, invest in extra branding campaigns or formal certifications to clearly distinguish yourself at the higher tier. This way consumers can also quantify your business value at a glance.” -Cissy Kang, Momiji
5 – Be authentic
“Be honest and champion what you personally connect with. There’s a real chance to connect to consumers in a way that’s your most authentic self.” – Erin Rechner, WGSN
6 – Make sustainability an ‘and’
“Even if your consumers aren’t prioritizing sustainability, you can reframe your products to incorporate it as the “and.” For example, consider a bag that’s appealing for its compact shape, ability to be stored on planes, convenience for subway travel AND happens to be made with 100% recycled materials.” -Erin Rechner, WGSN
7 – Brands: Engage with your retailers
“Just like retailers engage with customers, manufacturers should engage with the retailers. That means more sales books and storylines — anything you can use to teach retailers about your product so that they can best present its value.” – Allison Moroze, Ali’s Market
8 – Start every day organizing communication
“Don’t get overwhelmed by your inbox — Spend 30 minutes a day to organize and use folders so it’s easy to find things. It will save you a lot of time and frustration. Also, if you’re a brand, label your photos so that they make sense to everyone who will use them. That means, don’t just name them the season or a style number. Try something like Brand-Garment Name-Color, so that all the information is there.” -Allison Moroze, Ali’s Market
9 – Diversify risk, and be nimble
“It sounds easy in theory, but in practice it’s not always so straightforward. For us as a marketplace, diversification means that we cannot rely too heavily on a small cohort of brands to be our main revenue drivers. We’re always looking for new and interesting brands in every category. For a company that manufactures products, diversifying risk might look like a factory base in multiple countries. Usually, change is a blessing in disguise, so embrace it! It’s often a push to reorganize and become more operationally efficient.” – Dalia Seltzer, Maisonette
10-Figure out how AI can work for you
“How can you automate redundant tasks and empower your team with more time to be strategic? There are so many innovative companies out there now doing incredible things with AI for the retail industry.” – Dalia Selzer, Maisonette
