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To start up a successful childrenswear brand in fashion industry is more complicated than few years ago, because there are many new innovative and beautiful childrenswear brands. Each new brand offers best quality, nicest fabrics and prettiest designs. That makes new brands find their niche so that they could be special and different in some area. In this case, brand Aristocrat Kids have found their niche by offering a special story and royalness to their garments.
Aristocrat Kids is an exclusive kids fashion label offering luxurious collections for girls 2-12 years old, designing clothing that is suitable for a special occasion or just an aristocratic everyday life. Started up 2009 - the brand is recognized for its highest quality standards in production as well as selection of materials and design. All items are 100% hand made in Aristocrat Kids atelier in Riga, Latvia, following the highest standards of craftsmanship.
In April 2013, brand changed its name from Cherry Blossom Kids to Aristocrat Kids. They started as Cherry Blossom Kids and each collection had two parts – “Colorlicious” and “Aristocrat” The founder of company DaceZvirbule reveals that initially it was planned to develop only “Colorlicious” - an easy and
cheerful middle-ground brand for kids, but the solemn and “aristocratic” design was praised the most. Brand designer Madara Krievina said: “The reason we changed the name is that the brand has gained a place and trust in the market. Colorlicious is what we have achieved now, but Aristocrat Kids is a royal tale and that is what we want to be about, from now on. This is a place where everyone can daydream.”
customers. For example, summer 2014 collection features a lot of pale coloured lace trim and ruffled effects perfect for formal occasions and weddings, and also a gorgeous set of floral print dresses with a 1950’s or Victorian vibe with full mid-calf or long skirts. In collection Majestic summer brand introduced photo-realistic prints of grass, songbirds and roses, complimenting their romantic special occasion style to funky and fun prints.
Their goal is to create much more than high-quality children's clothing. Creating a fairy-tale and to involve the parents as well as children. The brand is based on a fairy tale about a young princess who is looking for someone who could sew her dream dress ... just like once a dream; such that even the royal tailor was not capable of. One morning after waking up, she finds beautiful dress laying on the bed. She had no idea who made her this dream dress and whom to thank. Until one night she heard a light palace music and bustle that led to small secret door. Opening her eyes ... she looked to a completely different world - a small gold sewing machines, silver needles, cotton candies and colorful fabrics. At this wonder workshop runned by different animals - glamorous birds, bubblegum pink flamingo, giraffe, bear and many others ... These are the Aristocrat Kids collection heroes – that are making fabulous costumes and are assigned for each part of the charm of clothing.
Aristocrat Kids work together with local sheep farmers. Merino sheep’s that are raised in Latvia provide the highest quality merino wool which then is made into a yarn to be used in their collections. They believe that customers care to know the details and ethics of production
process. The collections are made to last from one generation to another. Their aim is to make possible the tracking origins of the fabric with each new collection.
Aristocrat Kids - A Royal Tale together with women lingerie brand “Amoralle” took part in a charity event in May 2013 by designing special T shirts for the campaign "Sunny Days" and “Labie bērnu gardumi”. All funds were donated to Children’s Hospital. T-shirts were also available online. Brand is regularly seen in national publications and press. On international and national fashion blogs. They have their own website and Instagram, Tumblr, and Facebook accounts that are updated regularly. In one of the last campaigns brand made a video which was made during a photo shoot.
Aristocrat Kids do not have an online store, but they are available in stores in Latvia, Russia, Norway and Italy. Also it is possible to purchase their items in online stores like creativelatvia.lv and others.
Their homepage aristocratkids.lv shares all the necessary information. Aristocrat Kids work with individual orders and wholesale. Brand takes part in fashion trade shows, like Pitti Imagine Bimbo Florence, Fashion shows like Riga Fashion Mood, had fashion show in Georgia and more. Brand do not have a PR agency that represents and brand do not host events for customers or press. I think that, that would be a next step for the brand to host interactive children’s events, once a year or season. In that way they would attract customers, gain their trust and show newest collections.
Brands target customer is a parent who has a daughter in age 2-12. Customer earns little bit more than middle income group. Let’s say she is a mother who can afford to dress her daughter in beautiful, locally handmade garments for special occasions or leisure. She cares about where the products come from and what it is made of. It is important that not only that it looks good, but also is comfortable and fabrics are breathing. She knows that after a while she can pass this garment to younger sister or to next generation.
Price range for a dress (100% silk, 100% cotton lining) £88,00- £220,00, charity t-shirt £11,00, Lace collar £68,00. Top (100% Silk Taffeta, Lining: 100% Cotton) Average of 73 pieces made in one collection.
Brands biggest competitors in Latvian market are “Paade Mode” and “Zaza Couture”. All brands have distinctive style and regular customers. In international market Zaza Couture is stronger competitor. They sell their products in Europe and USA. I asked them few questions and learned that they also visit trade shows and buy fabrics in Paris trade shows. Also they have their own store in Riga, Latvia. Biggest competitor in UK would be “I love gorgeous”. Brand has a similar style and use of fabrics.(silk, tafetta, lace, velvet etc.)
Also they are in the same price range. Aristocrat Kids will have to examine and explore “I love gorgeous” starting from products to advertisement, if they will undertake UK market. “I love gorgeous” strenghts are wider range of products,like boyswear, accessories and more. Stores they are available are popular high street destinations. “I love gorgeous” homepage is interactive and easy to use.
“To take a deep breath,” says Dace when asked about the biggest lesson learned from the business development, “It is important to able to count to ten or even a hundred, if circumstances demand it. Everything has its right time and nothing can be missed in this lifetime.” Long–term thinking is the key to a successful business. For sure, Aristocrat Kids has a chance of successful and long term living.
Designer mentions in interviews that she does not like to share with future dreams, but talk about what is achieved now. I would suggest them to open Britain’s market, because their style is very suitable and appropriate. Also they could open their online store. That would make shopping easier and more accessible.
As a relatively new brand, Aristocrat Kids still have markets and audiences to conquer. After couple of years they could introduce a boys-wear line and diversify formal boys-wear. In three years’ time open markets in UK and other Europe countries. In five years Asia or North-America.
If I would have enough incomes, I would definitely purchase something for my little sister or later in life, for children. Mainly because of high quality materials, handmade craftsmanship and design.
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