After its Gucci and Dolce & Gabbana childrenswear pop-up e-shops generated a resounding “more!” from Net-a-porter.com customers, the retailer is launching a multi-brand kidswear collective. By “collective”, Net-a-porter.com means, quite simply, a tight edit of brands which have all created exclusive capsule collections for the website. Yeah Right NYC Kids, Alanui Kids, ATM Kids, Chinti & Parker Kids, Lingua Franca Kids, Golden Goose Deluxe and Veja make up the list of seven labels for girls and boys ages one to 12.
“The new year felt like the perfect time to launch this collective,” Elizabeth von der Goltz, Net-a-porter.com’s global buying director, tells Mini Vogue. “It’s January – kids are back to school but there’s this idea of cosiness and wanting to feel comfortable.”
The capsules, accordingly, reflect this: cashmere sweaters, comfy cardigans, track pants and trainers populate the new section. “Whether it’s for ourselves or for our kids, we are always thinking about wellness in January so this this an extension of that – it’s luxe athleisure for kids!”
If the list of brands feels more offbeat than the global labels Net-a-porter.com first dabbled in the kidswear market with, this was intentional.
“As an online global retailer known for our distinct fashion point of view, we wanted to take this and bring it to the kidswear market, creating something different from traditional retailers.”
Von der Glotz is particularly excited about the patterned cardies from Alanui Kids collection and the mini-me versions of Golden Goose and Veja sneakers – two of Net-a-porter.com’s best-selling shoe styles.
The e-tailer is confident it has quietly developed a recipe for success: “Our customers have been highly engaged with all of our kidswear pop-ups with most styles selling out within just a matter of weeks of launching,” she continues.
Four out of five of the Gucci products sold were logo T-shirts, and the fifth was the belt bag. “It’s so interesting to see, as the pieces are in such high demand in our adult range too.” Starting them early is certainly paying off for the business.