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Dive Brief:
- Abercrombie Kids on Thursday launched its 2022 denim collection, which features additional options for fit and sizing, according to a company press release.
- The collection has an expanded size range and offers sizes 5/6 to 17/18. The product assortment includes short, regular and long length options in all sizes and waistband adjusters.
- The collection was updated based on direct feedback from parents and kids, per the release.
Dive Insight:
A great deal of research went into Abercrombie Kids’ updated denim collection.
The retailer interviewed over 1,000 children, parents and associates about what they would change in the kids clothing market. Through that research it was revealed that waist size, which is primarily based on age, often dictates the length of the pants.
The latest denim product line, which was nearly two years in the making, was fit tested by over 300 kids of different sizes and ages.
“We know that kids grow at their own pace and sometimes, sizing can be a challenge. Sizing up can lead to jeans that are too long or sizing down can lead to jeans that are too short. Our new fit and size options were designed to fix that problem,” Carey Krug, head of marketing for Abercrombie Brands, said in a statement. “Kids deserve clothes that make them feel empowered and well-fitting pieces designed to fit them exactly as they are can help do just that."
News of the retailer’s new denim assortment coincided with the company’s five-year anniversary of its gender inclusive “everybody collection.”
“Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl. Our Everybody Collection is one assortment, in one size run, that covers the trends we are seeing in both color and style,” the company said at the time of its release.
A number of other retailers have launched similar assortments. Pacsun Kids launched the category a year ago, then revealed its first fully dedicated gender-neutral brand, Colour Range, in the fall. Old Navy features a gender-neutral section of its website, as does Target.
via https://www.aiupnow.com
Kaarin Vembar, Khareem Sudlow
