It is the first time that Modefabriek is active again in the children’s fashion sector after the end of the children’s fashion fair Market by Kleine Fabriek 2017. For this purpose, the fashion fair Drive Inn Junior got help, a showroom concept for children’s fashion that has been organized by the M agency and the Hop agencies since 2018. 20 brands from this area presented their collections in their own hall. FashionUnited was there and asked several brands about their expectations. According to the exhibitors, there seem to be two tendencies: visitors who do not sell children’s clothing and are curious, and orders from existing customers.
Teenage brands excited by trade show’s ‘grown-up look’
Youthful brand Rellix Jeans is excited to be part of Modefabriek, said brand representative Paul van Poppel. The ambience of the hall, which with its “mature look” fits well with the positioning of the brand, is also decisive for this. “A few weeks ago we took the first step towards menswear,” he explains. The stand mainly offers sweaters, hoodies and jeans in dark green, blue and burgundy. “Teenagers have a mind of their own and don’t like too much fanfare, so it shouldn’t be more than a little print on a sweater or hood,” says Van Poppel.
The brand rep also sees retailers playing it safe. “Retailers are mostly interested in items that they are sure will sell well. These are often items without big prints.” Van Poppel also notes that retailers are relying on high stock levels instead of expanding their range. They are more cautious and he cannot blame them. “It’s a challenging time,” says van Poppel .
Another fashion brand that also focuses on teenagers is Frankie & Liberty. The teenage girls’ brand used to be at the Dutch children’s fashion fair SundaySchool, but has chosen Modefabriek this year. “Modefabriek’s grown-up identity suits the brand. We also now have a size 18 – a size for mature girls who still have little curves but are climbing,” says Marcus Rueb, Marketing Manager at Frankie & Liberty. Because Modefabriek mainly attracts women’s and men’s fashion retailers , he hopes they will also reach buyers looking for fashion for young adults.
Children’s fashion back at Modefabriek: new and old brands
The new children’s fashion brand Like Charlie celebrates its debut at the Modefabriek. She is “the little brother” of existing children’s brands Like Flo and Street Called Madison. “We failed to combine Like Flo and Street Called Madison. So we had to come up with a little brother and that’s how Like Charlie came about,” says Maarten Kokkeler of the M agency, which represents the brand.
Brands are also represented in the children’s fashion area that have been represented with their women’s fashion at the Modefabriek for years, such as AI&KO – the women’s fashion brand AAIKO – and Sofie Schnoor. Above all, both brands want to attract the curious. And with success. Throughout the day, you can hear enthusiastic murmurs from non-kidswear buyers in the aisles. Whether they decide to expand the family will probably take some time. Of course, this step is not taken lightly. But at least the interest is there.
This translated and edited post previously appeared on FashionUnited.nl.