Born Into Luxury

Luxury fashion brands have lost revenue over the last few years and are struggling to find new, innovative ways of breath life into their brands. A report by BrandChannel analyses the trend for Luxury Brands to offer junior versions of their range to capitalise on their customers’ habit to produce offspring and then pander to them.

Michael Silverstein of Boston Consulting Group is quoted as saying, “Mom buys functionally-oriented value merchandise for the child. Grandparents and friends buy the indulgent outfit. They are buying a gift to celebrate a birth or birthday.”

BrandChannel Report