Saturday, September 10, 2011

I know you want me, you know I want cha.

Since Lanvin released that campaign featuring Pitbull and celebrities flocked to be seen in the iconic colour clashing garments, creative director Alber Elbaz has become the man of the moment. But what of the children? Lanvin are due to debut their first Lanvin Petites collection in November. The 25 party girl pieces all complement the aesthetic and trends within the adult ready-to-wear collection, giving the brand a sense of completeness.

There are many reasons for Lanvin and other designer brands entering the children's wear market. Large fashion houses are now realising the full potential of designer children's wear, taking care not to over expand and lose their brand identity. Today's girls want more options and have a desire to be as on trend as their fashion savvy parents/peers.

Parents are increasingly choosing to dress their children in junior lines of adult labels, regardless of changes in the economy. This applies to high street brands as well as designer brands. On average, a mother loves the idea of dressing her daughter very much like herself. Lanvin has taken particular note to this behaviour, producing 4 exclusive rag dolls also dressed in the collection.

With children's wear, the key is to capture the child's mind and the parent's wallet. As the buying process involves more than one person, marketing children's wear becomes a totally new concept. It is important to reach out to the girl and her imagination, as well as the mother and her desire to have a durable, unique and beautifully made dress. The Lanvin Petites lookbook does exactly this. Parents are able to see the fit, style, fabric and colours clearly enhanced with the harsh white spotlight on the girls. The stills from the capsule collection are not overly composed, making the girls look natural and more appealing. Particular attention has been taken to make sure that dresses, separates and coats are advertised effectively, showing a wide range of looks.

As the collection is yet to be released, I hope Lanvin will produce a video campaign as well as a child friendly web page to kick-start their new line, whilst still being true to the brand. Every brand tries to create brand identification through its in store arrangement. As for the Lanvin stores, I would think the Petites collection would be limited to specific stores, taking note of the geography and clientèle. Personally, I feel the collection would work well in the iconic department stores such as Harrods, sitting alongside Roberto Cavalli children's wear. It's important to charm the girls as well as the parents, especially those little princesses who have that all important nagging power.

Despite the price, I predict Lanvin's princess pieces will be in high demand with rhinestones and silk organza flying off the shelves within the month. Each garment has its own mix of fun, beauty and luxury, making them just in time for Christmas parties.

Pictures taken from the Lanvin lookbook.