By Michael Farrar, Bloomberg News | August 10, 2018 11:59:06A new report by the consulting firm McKinsey & Co. suggests millennials are more likely to shop for baby girl clothes than other generations.
The report, titled “Sizing up the baby girl wardrobe,” says the shift in trends is being driven by a surge in demand for baby clothes, which is fueled by the baby boomers’ desire to look like their elders.
It also says the growing number of parents who don’t have time to get their kids dressed, and the ease of online shopping means more parents are choosing to purchase baby girl clothing.
The study suggests the boomers are also looking to save money, especially in the apparel category.
The study, conducted by McKinsey, says millennials are increasingly buying baby girl apparel at a higher rate than other cohorts, and are buying less of it than their parents.
The baby boom generation is expected to grow to 68 million by 2060, according to McKinsey’s research.
The report cites the baby boomer generation’s increased spending power and greater disposable income.
In its report, McKinsey says baby girl fashion trends have been influenced by consumer tastes and expectations.
“We expect the baby-girl trend to become a more mainstream trend, with baby girls becoming more fashionable and accessible,” said the report’s co-author, Kimberly D. Purdy, senior vice president of consumer insights and analysis.