Should you buy designer clothes for your child?

The age at which people start using luxury brands is getting younger and younger.

Expensive Moncler winter coats have become the "rich kids'" school uniform in South Korea.

Despite low birth rates and economic recession, the children's luxury fashion market in Asian countries like South Korea, China, and Vietnam is booming. In 2023, sales of high-end children's fashion brands such as Fendi and Givenchy at Lotte Department Store increased by 10%, while at Hyundai Department Store, sales of Fendi and Dior increased by 27%.

High-end branded shoes worn by the children of a Korean family.

The "10-bag" trend (parents, grandparents, aunts, uncles, etc. all contributing to one child) is fueling the booming children's luxury goods market in East Asian countries, while more and more families are opting for one child or no children at all. The retail industry is targeting Millennial and Gen Z parents with marketing campaigns aimed at "VIB " (Very Important Baby). In July 2024, the British Financial Times highlighted the surge in children's luxury goods consumption in South Korea. Citing Euromonitor statistics, the Financial Times reported that the South Korean children's luxury goods market had grown by over 5% in the past five years, second only to China and Turkey.

Luxury children's fashion brand Thom Browne has shared a surreal and incredibly adorable new campaign for its spring children's collection.

In Eastern cultures, particularly in South Korea, China, and Vietnam, where people are often concerned about how others perceive them in a highly competitive environment, parents don't want their children to appear ordinary, so they buy designer brands for them. Most families with only one child are willing to buy designer goods for their children, leading to a younger age at which people start using designer brands.

Lee Jong Kyu, director of the Italian fashion house Etro in Korea and former director of Dior Korea, said that luxury goods have become a good tool for this. Moncler winter coats have become school uniforms for teenagers. It is known that classic versions of these coats retail for between $1,500 and $2,500 (approximately 35-65 million VND) per piece.

"Giving children designer goods in the hope that they will be good at making money in the future."

"For high-income families, it's normal for children to wear nice, expensive clothes," said Dr. Sam Nguyen, a psychologist.

Dr. Sam Nguyen stated: "Dressing children well is also a way for them to develop. Children who enjoy high-quality services will have higher ideas, aspirations, dreams, and goals to strive for. Dressing well also helps children develop their aesthetic sense. Because no one can deny that designer brands are very beautiful and high-quality. As society develops, living standards must improve. I believe no parent wants to hold their child back, but rather wants them to look forward, so that they themselves always strive and work hard to achieve the life they desire."

A 5-year-old girl would never ask for a branded item. However, when children turn 6 or 7, comparing themselves to their peers becomes central. For high-income families, it's normal for children to wear nice, expensive clothes. For example, if a couple's combined salary is 100%, what's wrong with them spending 10% or 20% on clothing? If a couple's combined income is 200 million VND/month (some even higher), spending 40 million VND/month on clothing—what's wrong with that?

Experts also believe that teaching children about finances early on and encouraging them to appreciate expensive and high-quality items is not wrong. "Children need to understand the value of money so they can become successful earners later in life."

"When choosing items for children, parents should select 80% basic, classic designs that never go out of style. The next 10% should be trendy items, and the remaining 10% should be seasonal clothing," says stylist and fashion consultant Sophie Ha Nguyen.

According to stylist and fashion consultant Sophie Ha Nguyen, "buy less, choose well, and make it last" is a smart shopping motto that aligns with current sustainable fashion trends. When shopping, if you find an item in the 80% price range, you can invest in a quality design for long-term use. And one of the most important things children learn from a young age is the importance of money, because once you have it, it's very difficult to change it. Your children must be taught that earning money requires hard work.

Source: https://thanhnien.vn/thoi-trang-tre/co-nen-mua-hang-hieu-cho-con-185250212162401434.htm