Impressions - June/July 2021 - 17

A
fter more than a year living of through the COVID-19 pandemic,
apparel suppliers have pivoted where necessary; tried to
keep " business as usual " as attainable as possible; and didn't slow
down in efforts to meet trend demands - or the lack thereof - in
the childrenswear and teen/tween categories.
" We have seen that a lot of the trends that happened in the adult
market, due to COVID, have worked their way down into both
tween/teen and childrenswear segments, " says Jennifer Oleksik, design
and merchandising manager, LAT Apparel. " Trends include heavy
online sales, the rise and fall of different market segments - resort
businesses are down, while craft markets are up - and a huge turn
toward apparel that is comfortable and practical. "
Amit Gupta, CEO, MONAG Apparel, says simple, basic apparel
was preferred by the end user during the pandemic. This included
soft, comfortable and durable fabrics, which saw a rise among tot
and teen wearers.
" Childrenswear and teen categories saw a decline in trendy styles, "
Gupta says. " As we emerge from the pandemic, slowly but surely, the
demand is rising. The childrenswear and teen-apparel industry will
also start seeing natural progression in demand for variety in style
and color that adds to the energized and motivated mood. "
Michael Johnson, director of marketing, HanesBrands Activewear,
sees a new emphasis on fun and celebration, leading to a mix of
bright and muted colors emerging as favorites this summer and fall.
" As we continue our march toward normalcy, we think this sector
will hit the ground running, " Johnson says. " Many kids now have a
new appreciation for the activities and events that were put on pause
for some 14 months. "
Is Comfort Still King?
" As far as new trends go, I believe color is the big story here, " Oleksik
says. " Bright colors and patterns, such as rainbow-colored stripes and
tie dye, are taking over the market more than ever before. "
Even so, there's always a place for comfort. The right fabric and
fit are crucial, since children always are on the move.
" We do not see comfort leaving the childrenswear or tween categories, "
Gupta says. " It will continue to dominate the market. However,
we do expect new styles to evolve that are not only comfortable, but
fun to wear or even [those that] stand out. "
Cotton is still the No. 1 fabric for the childrenswear category, including
100% cotton baby rib for the infant market, Oleksik says. Cotton
jersey - both 100% and 60/40 blended - is great for all categories.
The fabric's soft hand, easy-to-decorate surface and comfort make it
a preferred option for wearers of all ages. Oleksik adds that the 60/40
blend offers visual interest with the polyester heather component.
The Influencers
There always seems to be a parallel between the childrenswear and
adult-apparel markets, and manufacturers say this will continue
to be the case.
" In the last few years, we have seen childrenswear following the
adult-apparel market, where it follows the trendy styles, " Gupta
says. " It seems to have continued to follow adult wear, as adult
apparel is more focused on all-day comfortable apparel than ever
before. There has been an increase in popularity in adult athletic
wear, which has resulted in more styles in polyester fabrics. These
fabrics have gained momentum in teen [apparel] as well. "
Johnson says teens and tweens, in particular, are influenced by
what they see on social media. Therefore, trends will be parallel
across markets, from styles and fabrics, to colors and brands worn
by their favorite athletes, musicians or TikTokers.
" Champion youth styles, for example, are very popular as kids
are drawn to the Champion logo, " he says. " Teens and tweens, like
their parents and grandparents, have come to love the warmth and
the weight of a classic, oversized Champion sweat shirt. "
Sustainability continues to not only play a role in childrenswear,
but also grow in importance in all apparel categories, including
teens/tweens. Reduced packaging, sustainable fabrics, factory certifications
and energy efficiency are increasingly relevant topics in
the apparel world and beyond, Oleksik says.
JUNE/JULY 2021
P.17
" For childrenswear in general,
the fit stays pretty consistent
in staple pieces. "
- Jennifer Oleksik,
LAT Apparel
There has been a consistent
rise in neutral patterns
like fashion camouflage
in the childrenswear
category. Photo provided
by LAT Apparel.
Impressions - June/July 2021

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