From concept to collection: how to buy children's clothing as a retailer
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Thousands of brands, endless trends and a market that never stands still: sourcing children's clothing is easier said than done. The right materials, a clear style, a reliable supplier: they're all pieces of the same puzzle. In this article, we explain step by step how to put that puzzle together. That way you'll be ready to build a strong store concept with a range that fully matches your customers.
Start at the beginning: know your concept and your customer
Before you start sourcing your products, it’s important to refine your concept. Who is your customer? Young parents looking for everyday essentials, or grandparents searching for a special gift? Are you targeting babies, toddlers or children up to the age of 12? And what style do you want to convey: colourful and playful, or timeless and high-quality?
Make sure you listen actively to your customers too. What products are they looking for, and what challenges do they face? That feedback is invaluable when putting together your collection. The better you know your target audience, the more targeted (and successful) your purchasing will be.
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Sizing and fit: small sizes, big importance
Children's clothing presents specific challenges when it comes to sizing. Sizes can vary by brand and by country, which can cause confusion for parents. As a retailer, provide clear size information in your store and on your webshop: a good size chart is not a luxury but a must.
Brands offering grow-along garments or clothing with adjustable elements are, incidentally, becoming increasingly popular. Parents appreciate the longer lifespan, and you as a retailer are less likely to be left with excess stock. A win-win.
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Starting a new children's store or webshop?
Download our free starter’s guide and get a handy checklist packed with tips on how to successfully buy new collections. This will help you embark on your journey as a new retailer with confidence.
Materials and quality: what parents look for
Babies and children have sensitive skin and can quickly suffer from irritation and redness. Soft, breathable clothing in your range is therefore very important. Even better if the clothing is free from harmful substances. The same applies to other products such as sleeping bags, towels and bibs. Opt for materials such as organic cotton, bamboo or linen.
Parents are also paying more and more attention to certifications such as OEKO-TEX® and GOTS. Want to respond to this as a retailer? Be sure to read our blog post about sustainability in baby & kids products.
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Seasonal planning: ordering early pays off
Children’s clothing operates on fixed seasonal collections, and if you buy too late, you’ll miss the boat. Plan your spring collection well before the turn of the year, and your autumn-winter collection as early as spring. That way, you’ll have plenty of time to receive stock, showcase it and promote it.
Also, make the most of festive occasions such as Christmas, Halloween and spring festival/First Communion, each of which requires its own focus within your range. And don’t forget your staple items: items that sell all year round are a stable driver of your turnover.
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Putting together your collection: make conscious choices
For many retailers, this is the most enjoyable part of buying clothing, but it’s something that requires careful thought. Will you go for colourful prints or timeless basics? Are you targeting a specific age group or style? And how do you ensure you have a unique range that keeps your customers coming back?
Authenticity can make a big difference here. A collection that aligns with your concept and your customers’ values creates more recognition and trust. Consistently reflect that identity in your shop layout, your webshop and your social media. That’s how you build a brand that customers remember and return to. Also keep an eye on industry trends, because what parents are looking for today helps determine what you need to offer tomorrow.
Choosing the right purchasing partner
A reliable purchasing partner is more than a supplier. It's someone who helps you make the right choices, who guarantees quality and who you can count on when things get busy.
Especially as a new retailer, that support is worth its weight in gold.
At a B2B purchasing centre like Trademart, you discover and compare multiple brands in one place, with personal advice from exhibitors who know the baby & kids sector inside out. This enables you to make well-informed choices that fit your concept and your customers.
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Present your collection with impact
actively highlighting new products, both in your shop window and on your homepage or social media. Don't forget your promotions either: a clear promotion can be the deciding factor for potential customers.
Online, high-quality product photos and clear descriptions, including material and size information, are indispensable. In your physical store, an attractive display makes all the difference. A well-presented display inspires trust, and trust sells.
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