Kid's Fashion Industry Trends

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01
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Part
01

Kids' Swimwear Brand Case Studies

Bling2o and TYR Swim both promote their line of kids' swim goggles across social media platforms, through digital ads, video content, and word-of-mouth advertising. Both brands sell their products online and in stores. Bling2o's key differentiator appears to be their unique and creative designs which are much different from traditional goggle designs. TYR Swim's competitive advantage is that they are available at a much lower price, while still maintaining many of the important functions and features of higher-priced goggles.

Bling2o

How they Promote Kids' Swim Goggles:

  • Although Bling2o is a private company which does not offer an annual report of their company's operations and marketing tactics, their official website suggests that the company likely gains a lot of market traction simply via word-of-mouth, as this style of marketing plays a key role in how and why the company was founded in the first place.
  • Bling2o promotes their products on social media. For example, they have an Instagram account where they have made 602 posts and have over 10 thousand followers.
  • Bling2o also promotes their kids' swim goggles via digital advertising. For example, this is digital ad content the company ran on Facebook, which resulted in 50,000 views.

Where they Sell Kids' Swim Goggles:

  • Bling2o sells their full collection of kids' swim goggles on their own website.
  • Their kids' swim goggles also appear on various other online shopping sites, including Amazon and SwimOulet.
  • These goggles were also found at brick-and-mortar department stores and big-box stores, such as Walmart and Nordstrom (which typically has the goggles available for both online sale and in-store sale). However, it should be noted here that the goggles are currently sold out at both of these locations, presumably because they are now out of season.

How they Differentiate:

  • Bling2o provides a very wide range of goggle designs that are all very creative, colorful, unique, and unlike the typical goggles one would traditionally expect to find on the store shelf.
  • This company is a specialty kids' goggle designer/retailer and notes itself as leader in this market.
  • The company ships their products internationally and offers a 24-month warranty on all their products.

TYR Swim

How they Promote Kids' Swim Goggles:

  • Although most of TYR's social media pages tend to focus more heavily on their adult product lines, there is evidence that they used to promote their kids' swim goggles, as exemplified by this Instagram post.
  • TYR uses digital video content to promote some of their kids' products and goggles, however, it should be noted again that the majority of their digital video content is focused on their adult products.
  • TYR is a private company and does not publish an annual report which details their marketing methods. Aside from their website content, a few mentions on their social media pages, and the fact that these products appear to be widely available in the market, they don't appear to be doing much other advertising for their kids' swim goggles, as there is no evidence of things like commercials or ad copy for these lines. However, there is a lot of word-of-mouth and affiliate advertising taking place, as their goggles are featured in a wide number of blogs, vlogs, and product reviews, as evidenced here, here and here.

Where they Sell Kids' Swim Goggles:

  • TYR sells their collection of kids' swim goggles on their own website.
  • Their kids' swim goggles also appear on various other online shopping sites, including Amazon and SwimOulet.
  • TYR kids' swim goggles are sold in-store at sporting goods specialty retailers, such as Big 5 Sporting Goods.

How they Differentiate:

  • Some of their kids' swim goggles can be ordered with a prescription for children who require corrective opticals.
  • TYR's kids's swim goggles differentiate in terms of price, as their goggles are more cost-friendly as some of their competitors (around $10 for TYR vs. $20+ for Bling2o), while still offering many of the same features, such as anti-fog, UV protection, and is available in a wide variety of colorful styles.
  • Because TYR seems to focus primarily on their adult product lines, it might be logically inferred that one competitive advantage against kids' only brands such as Bling2o comes in the ability to familiarize parents with the brand through the adult products lines, so that this awareness trickles down when they consider products for their children.
  • TYR appears to sometimes run unique promotions on their goggles, such as offering customers to create their own custom goggles back in 2016.

RESEARCH STRATEGY

This research began by attempting to locate and examine the annual reports of Bling2o and TYR Swim as these resources typically provide some credible insight into a company's marketing efforts. As these companies were found to be privately held, they do not publish publicly available annual reports, so this research method could not be relied upon. As an alternative, we began looking to determine where the company sells their products (online/offline) and used the company websites, third-party retailers, and online market places to gather evidence/examples showing whether the products are sold online, offline or both. To analyze the companies' differentiation, we looked at product descriptions and information on the company websites to get a sense of what they are promoting that suggests something unique or is a key selling point. We also aimed to compare the two competitors to each other to analyze their differentiation between themselves. Lastly, we looked at any available advertising copy, commercials, mentions in third-party resources, and social media sites to gain an understanding of how the company was promoting their line of kids' swim goggles.

Part
02
of two
Part
02

Kids' Fashion Aquatic Accessories Trends

USAaquatics stated that aquatic accessories such as widbits, volleyball nets, floating mats, and others are essential for every aquatic center. Moreover, the global swimwear market for all age groups is valued to be at $18,454 million. Information regarding the trends in kids’ fashion aquatic accessories could not be found.

Useful Information

  • The global swimwear market for all age groups is valued to be at $18,454 million in 2017, and growing with a CAGR of 6.2% from 2018 to 2024.
  • As per USAquatics, durable widbits, volleyball nets, floating mats, water exercise bikes, basketball hoops, and water pole dancing are all ideal aquatic accessories for swimming pools.
  • Epic Sports Swimming mentioned that the history of swim caps started way back in 1883, during the invention of rubber. Swim caps became scarce during World War II, and today, swim caps are available in all forms such as Latex, Silicone, and Lycra.
  • Popsugar labeled Molo and Hatley as some of the best brands for kids’ swimwear in 2018. (9)
  • I am Bambini stated that floral printed shirts and dresses are the best summer fashion trend for children. While Smudge Tikka stated that printed dresses and shirts with aquatic elements are a good summer fashion trend for children.

Research Strategy

The research team started the search by looking into pre-compiled trends in the kids’ fashion aquatic accessories. During the search, the team kept in mind to exclude trends regarding kids’ swimming goggles. However, after the search, we could not find a pre-compiled trend regarding the given topic. The team was able to find a blog from USAquatics regarding finding the ideal aquatic accessories.

The research team then decided to look for trends regarding kids’ fashion aquatic accessories in reliable business media sites such as PR Newswire, Forbes, Business Wire, Bloomberg, and others. The team hypothesized that these sites would have the information required for the topic, as these business sites usually report on specific growing trends and insights on various markets. During the search, we found various articles from the sources. However, the most recent article from Business Wire was in 2013, and it was about the partnership of Speedo and Zumba, and there was no recent article about Kids’ aquatic accessories. The only article from PR Newswire was about the opening of pools for National swimming pool day, and Forbes only had an article about the dangers of kids’ ocean toys. Upon further search, we found very few articles and reports regarding kids’ aquatic accessories.

As the topic is about kids’ fashion trends, we decided to look into various kids’ fashion sites that usually report on kids’ fashion trends such as Luna, Hopscotch, Babycouture, and others. We found a timely article from Luna regarding kids’ fashion trends in summer 2019, but there was no trend specific to kids’ aquatic accessories. We also found a report from KTEN about the top seven fashion trends for kids in 2019, but once again, there was nothing specific to kids’ aquatic swimwear. The team then decided to look into kids’ summer fashion trends, as this is the most likely time that kids swimwear would be sold. We hypothesized that some sources would report on the best-selling kids’ swimwear and aquatic accessories, and from the data gathered from this search, we can then derive a trend regarding kids’ aquatic accessories. During the search, we found various summer trends for kids in 2019 from sites like I’m Bambini and Smudge Tikka. However, none of the trends reported anything specific to kids’ aquatic accessories. We also looked into specific trends when it comes to kids’ aquatic accessories such as swim caps, flippers, and others. However, we only found an article that talked about the history of swim caps, among others.

We then decided to look into the best brands that sell kids’ aquatic accessories. From there, we planned to look into each of their sites and see whether there is a reoccurring trend from each brand when it comes to the given topic. The team could not find a brand dedicated to selling kids’ aquatic accessories, so we decided to look for the best brands that sell kids’ swimwear in hopes of finding information about kids’ aquatic accessories. Popsugar had an article about the best kids’ swimwear brand in 2018, and Business Insider Picks also gave their list of the best swimsuits for kids. The team decided to exhaust this list of brands to see if we can find data that could help triangulate trends regarding the fashion of kids’ aquatic accessories. We went into various brands such as Molo, Hatley, and other brands, and look into whether they have specific fashion trends when it comes to kids’ aquatic accessories. However, upon further search, we found no reoccurring kids’ aquatic accessories fashion trends.

Lastly, we decided to look into the overall kids’ aquatic accessories market to see if we can derive a trend from the given information. We visited market research sites such as Grand View Research, Allied Market Research, and others. However, we found that the only reports that exist were about the swimwear market, and there was nothing specific about the kids’ aquatic accessories market or aquatic accessories in general. We found a report from Market Watch that studied the kids’ swimwear market, but it was behind a paywall. After the exhaustive and extensive search, the team concluded that information about trends regarding kids’ aquatic accessories could not be found.
Sources
Sources