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New brands in demand.♦ |
Design and fashion are increasingly in demand in the children's goods category, particularly in São Paulo, which is at the top of the country’s retail tree for brands. At least 15 boutiques opened outlets in the city in a month recently.
Instead of providing complementary coffee, those new stores offer candies, popcorn, lollipops and toys to attract their youthful clients.
Many stores are betting on a lucrative future, with retail space taken at between 40sqm and 400sqm.
Jini Nogueira, Marketing Manager of São Paulo-based branded fashion chain Villa Daslu, says its new Little Village branded area designed solely for children is proving to be a success, not least because it was developed at the request of clients. She expects the new stores will be closely related to the city's new malls, which are themselves an attraction to teenagers.
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| New style opening for teenagers.* |
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Trousseau Petit was the first teenage brand to feature houseware products, partly as a means of alleviating parental stress. "I work too hard and have no time to walk around in a mall to find what my kids are looking for. This place is like a compact shopping centre, where they can buy what they really want," says Milena Nowic, who has her two daughters in tow.
"Children's clothes are not just T-shirts and coloured shorts any more," says Ana Cury, the organiser of the city's Fashion Week Kids, an annual event aimed at showing new trends for teenagers.
This new trend is partly the result of Brazil's stimulus measures, which have encouraged the flow of credit through the country’s banks despite the global credit crunch.
from Marina Barros and Paulo Cesar Casa Grande,
São Paulo Consultants
Images courtesy of:
♦ Revista Manequim - Editora Abril
* Francio de Holanda
