he growth of sales in the children’s fashion market has been widely documented and it shows no signs of abating in 2019.

The global children’s fashion market  is forecast to reach $322 billion by 2024, according to industry experts. This impressive growth has and will continue to be driven by factors such as the growing affluence of parents, as they have fewer children later in life.

Social factors such as these, have all contributed to making the children’s fashion industry a highly lucrative business. Nowhere more so than at the luxury end of the fashion spectrum. Globally, the children’s fashion industry is outpacing both womenswear and menswear, growing to a staggering $203.4 billion by the end of 2016, according to figures from the research company Euromonitor. Children’s fashion accounts for around 12% of overall clothing sales worldwide. In the UK, sales are forecast to reach £6.1 billion by 2020.

What is becoming abundantly clear is that the children’s fashion industry is fast becoming a market of extremes. The mid-range high street fashion labels continue to be squeezed, while low-cost fast fashion brands and well-known luxury designers continue to boom.

The winners in the race to grab a slice of the very lucrative children’s fashion market are on the one hand, the multi-brand internet only retailers such as AlexaandAlexa (offering over 200 coveted international fashion brands) or Farfetch (who recently increased its children’s category to 184 brands); the fast fashion, low-cost giants such as Zara, H&M and Primark; and the high-end traditional luxury designer brands, like Baby Dior.

Although Dior was a pioneer in the children’s fashion market, launching its Baby Dior label over 50 years ago, since the turn of the millennium a raft of other luxury designers rapidly followed suit. Stella McCartney launched her children’s fashion line in 2010, followed by the likes of Gucci, Balenciaga and Givenchy among many others. Department stores are also opening new spaces to market kids’ fashion collections, or expanding their existing children’s fashion offering, to get a piece of the action; including the likes of Fenwick of Bond Street, Selfridges and Liberty.

The Rise of Ethically Conscious Parents

However, we are also seeing the growth of independent retailers that champion slow fashion, responsible buying habits and ethical manufacturing. Brands that craft products by hand, do not follow seasonal trends and carry classic styles that never go out of fashion.

An increasing number of style and ethically conscious parents do not want to drape their children in labels from head to toe, in favour of unique styles that are imaginative, tasteful and practical. Great champions of this movement include the likes of Holly Tucker (Founder of Notonthehighstreet.com) or Courtney Adamo (Babyccinokids.com). Both brands have acted as champions of #shopsmall, supporting small businesses and curating an impressive mix of independent kids’ brands on their sites. This has increased support for independent, style focused, artisan brands created by parents, who craft products that are both beautiful and practical with great love and care.

This is where Very Merry Berry comes in…

A Fresh Approach to Luxury Childrenswear

In this context, Very Merry Berry has launched a luxury children’s fashion and interiors brand that brings a fresh approach to high-end childrenswear and handmade home furnishings and accessories. Our ‘Affordable Luxury for Little People’ philosophy rivals the best luxury designer brands, but instead of opting to price our products with eye-watering price tags, we have chosen to sell at the lowest prices we can afford to.

All our clothes are exclusively made by a world-renowned children’s fashion designer that has dressed European Royals. All our fabrics are of premium quality and are sourced in Europe, the manufacturing process is ethical and all our items are crafted in Spain using traditional artisan techniques.

We do not follow the seasonal calendar, we endorse the slow fashion movement, and our fashion and home collections are made up of beautiful, colourful, timeless pieces, made to last and meant to be passed down.

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We don’t believe luxury and elegance have to be mutually exclusive with value for money, comfort and practicality. All our designs are made with soft and durable fabrics, which are comfortable, machine washable and easy to care for. We bring parents the highest quality at the best price, without damaging the environment or exploiting the people that work with us. These are the cornerstones of Very Merry Berry.

Referral Link: Very Merry Berry

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