Dolce & Gabbana is the Latest Luxury in Childrenswear

September 11th, 2012

Luxury Italian fashion house Dolce & Gabbana has launched its first childrenswear collection, making it the latest label in the growing numbers of designers targeting childrenswear.

The designers’ debut childrenswear collection targets boys and girls from newborn up to age 10 and includes a wide range of products across many apparel categories, including outerwear, footwear, sportswear, swimwear and accessories.

According to the fashion house, despite its younger target market, the range is as high quality as any of the garments it markets to adult consumers, making it a miniature version of the designers’ signature line. The first collection, for the autumn/winter 2012 season, is on sale globally through children’s boutiques and department stores.

Designer childrenswear sees growth the world over

While Dolce & Gabbana, which ditched its lower priced D&G diffusion line in summer 2012 because of consumers’ confusion between the spin-off brand and the parent brand itself, stated that in terms of timing the launch is simply a natural evolution of the brand, opportunity for designer childrenswear has never been higher and as a result, a host of new players are entering the market.

Largely because parents are more likely to cut down on spending on their own clothes before they cut down on spending on clothes for their children, childrenswear weathered the global downturn better than many other clothing categories. And now, as the global economy begins to show signs of stability, high-income families are beginning to feel more comfortable about spending again. As a result a growing number of parents are splashing out on designer childrenswear, which results in a healthy growth of 7.4% on a global level in 2012.

Opportunity brings more players to the category

Up until relatively recently the luxury-goods business tended to regard itself as an adults-only world and as recently as five years ago the high-end childrenswear business was dominated by only a handful of major designers, with Ralph Lauren, Burberry and Christian Dior the most well known and successful. However, a number of designers have noticed the category’s potential and with its childrenswear range Dolce & Gabbana follows in the footsteps of many fellow luxury labels including Gucci, Marni, Stella McCartney, Lanvin and Diane von Furstenberg, who have all launched childrenswear lines in recent years. In late 2011 Gucci, which launched its children’s collection in 2010, opened its first children’s store in New York.

Appeal for designers is more than just money

Although children’s designer wear is seeing high value sales in many countries the world over, the reality is that children’s luxury fashion is still a niche market compared to the US$147 billion global children’s apparel industry. With premium prices – Dolce & Gabbana’s plaid shirts for boys retail at around US$150 and girl’s dresses at around US$500 – designer childrenswear lines are targeted at an extremely small section of society, with the vast majority of consumers ruled out in terms of affordability.

While there is certainly money to be made, designer labels are being attracted to childrenswear for more than simply the financial gains on offer. Moving into childrenswear allows designer brands to expand their offering without the likelihood of confusing consumers – while few if any consumers are likely to mix up a childrenswear line with an adult line, spin-off designer brands such as the now defunct D&G line can impact on the perception of the parent brand with consumers in emerging markets in particular unclear over the distinctions between each. In short, childrenswear allows for expansion without the worry of diluting the original brand.


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Euromonitor Research

  • Maria

    Dolce and Gabbana opened lately new store in Kiev, Mandarin Plaza center owned by Semion Mogilevich. That’s a good news for Ukrainians, who can now buy their outfits in the huge store !

  • Lailla

    Yes, that is a treally great news for Ukrainians, but I do not think if it is a good idea to buy clothes in a boutiqe who is rented from a russian mafia gangster Semion Mogilevich. Dolce and Gabbana started to probably make business with Semion Mogilevich in Mandarin plaza to get some protection ,as now they have legal problems ( Hong Kong in january, tax evasion,etc…) So Dolce and Gabbana, I think that opening a new store in Kiev with russian gangster Semion Mogilevich was not the best move….

  • Ricocallum

    I am disappointed!!! Semion Mogilevich want to legalize his mafia money in Ukraine and so help Dolce and Gabbana them. It is ok when worldwide fashion brand help organized crime? Who will buy in Mandarin Plaza, do the mafia stronger.

  • Madonna

    Thats really good news Maria and I support yyour enthusiasm,but I would not like to buy clothes from the shopping center owned by a gangster, although I love D&G.Do you know who is Semion Mogilevich? Better check it out…

  • Barby

    I have read that Semion Mogilevich is a criminal, who own Mandarin Plaza. I am dissapointed in Dolce and Gabbana! Who works with the russian mafia? This is very bad for the reputation of worldwide brand like Dolce and Gabbana!

  • Olivia Palermo

    I will never put on my children Dolce and Gabbana clothes, this guys are criminals and cooperate with even bigger criminals like Semion Mogilevich in Mandarin Plaza, Kiev. Such a scandal, I cant believe it !!!!!!!!!!!!!!!!!!