How To Widen Children'S Clothing Field By Exploring Say Kids

"You can understand Say Kids.

Version Everlane. "

Founder Carl Ng said.

Perhaps the biggest common feature of both companies is that they all go on parity.

On the label of Everlane, you can not only see where the goods are produced, but also know the cost structure clearly.

Take one.

For example, you can see the information - 10.77 dollars and 1.22 dollars spent on cotton cloth, thread and buttons. The tailoring cost US $1.22, 8.35 US dollars for sewing, 4.61 dollars for logistics and pportation, and the final cost is US $24.95.

And in Say Kids

Clothing labels also indicate manufacturing and pportation costs, and there is no other price increase.

Unlike Everlane, Everlane still charges a fee for every item of clothing, but Say Kids does not rely on the sale of single products, but it implements the monthly payment system.

Users pay $5 a month for membership fees before buying all kinds of children's clothing brands.

From the point of view of positioning, clothes on Say Kids are mainly designed for children under 5 years old. They include underwear, sportswear, jackets, skirts, sweaters and other children's daily clothes. The design style is neutral, and all Australian organic cotton is used as raw material.

Say Kids was formally launched at the beginning of this year.

Ng said Future Ltd might extend its product line to adult apparel to form a "Say+X" series.

But at the moment, children's clothing will be done first.

An idea of Ng is particularly interesting to me.

Ng once said in an interview that the reason for making children's clothing business is that it can cleverly avoid a big problem of electricity supplier -- return.

In his view, children (especially young children) grow very fast, so even after receiving clothes, it is found that the size is too large and there is no need to rush to return. Maybe a few months later, the children will fit well, which will reduce the cost to a certain extent.

ThredUP, a second-hand clothing trading platform that has obtained E financing, has similar development paths.

This company also cut into the second-hand clothing trade from the children's clothing consignment. The reason is that compared with adult clothing, children's clothing replacement rate is high, and the size is also standardized.

Later, the demand for category expansion gradually developed into a second-hand women's wear and children's wear consignment platform.

Although most people think that a major difficulty in the field of clothing is that products are too non-standard, it seems that children's clothing will be a quick breakthrough.