Back to School: Kids wear taken to the next level

Designers such as Sophia Webster, Mary Katrantzou and Brian Atwood are happy to do exclusive collections with this store, such is its importance in the footwear business both in Dubai and internationally.

With school starting next week, it's time to "gear" the children up. And Level Kids, the concept store dedicated to making children fashionable, has managed to make "Back to School" a time of "wonderment".

First, the back story of Level Kids. Level Shoes - the concept store that opened its doors in 2012 - was an instant success, and has now become something of an institution. Designers such as Sophia Webster, Mary Katrantzou and Brian Atwood are happy to do exclusive collections with this store, such is its importance in the footwear business both in Dubai and internationally. So it was not surprising when its parent company, the Chalhoub Group, announced it would be opening another "Level" store. And this sibling store focuses on children.
Level Kids opened early this spring, spans over 10,000 square feet and is the anchor store of City Walk 2. It sells over 200 labels and offers complete clothing solutions for newborns, toddlers and children up to the age of 12.  Complete with a birthday room and a special section for VICs (Very Important Children), it truly is a store made for kids.
Kids wear is one segment that just seems to be growing. Since 2010, nearly every major fashion brand has spun off its own "mini me" label be it Gucci, Fendi or Dolce & Gabbana. And while there is a moral debate about whether the new designer "mini-me" concept is appropriate or not, the fact is that it's here to stay and just getting stronger. As Level Kids' general manager Miral Youssef says: "The children's wear market has become the fastest growing category within apparel and footwear: 20 per cent of the population is between the ages of 0 to 14 years old across the UAE, KSA, Qatar and Kuwait, with KSA as high as 29 per cent; this has, subsequently, led to a high demand in the market for children's wear. The market itself is estimated to hit a value of $173.6 billion by 2017."
With this being Level Kids' first Back to School (BTS) season, it is a critical time for Dubai's newborn Level concept store. Says Youssef, "Back to School is an important time of the year for both parents and children. The BTS period is a frenzy to grab school uniforms, and find complementing products, shoes, socks, vests and cool accessories. Parents always want what is best for their children. Children's wear has evolved from comfort dressing to a more fashion forward approach."
One of the reasons for this is social media, with the Instagram accounts of celebrity children such as Romeo Beckham (the 13-year-son of Victoria and David Beckham) and Rocco Ritchie (the 16-year-son of Madonna and Guy Ritchie) having almost as many followers as their famous parents. what the young wear is now followed by the world. There are fashion bloggers, 'momangers', who start Instagram accounts for their pre-teen children - such as Collette Wixom's @ministylehacker, who dresses both her sons up in celebrity-inspired outfits, and who has over 250,000 followers. As Youssef says, "The increasing popularity of the 'mini-me' trend has seen children's clothing evolve into trend-led products. Kids now have a say in the way they dress, and they have a huge desire to dress like their favourite celebrities."
But, of course, fashion and dressing for school can be a hard combination to mix. Plus, with BTS also marking the end of the summer holidays, shopping is not any child's favoured activity. Level Kids has found the best to combat this is by turning the BTS shopping into an experience: in fact, the philosophy is to turn shopping into "wonderment". The three-level store offers a range of activities - be it art workshops, Disney movie screenings, and dance workshops. And mothers need not feel left out, as there are workshops tailored to their needs too. The important factor with BTS is making it seem like play and not a chore.
"Level Kids ensures that kids can stand out individually by allowing them to personalise everything. For example, we have a brand called Super Petite which offers a range of lunchboxes, water bottles and plate mats that are delivered with colouring pens to draw on." So while there are uniforms to adhere to, playful elements can make BTS something to look forward too."
For parents, the most important thing to remember is to be prepared. Make a list of everything you need, as once the term starts, finding the time to shop will be hard; and it's not just about uniforms - there is stationery, lunchboxes and other accessories that are needed. If it is your child's first term school, speak to other parents. Just like children need to do their homework, you need to do yours before you start BTS shopping. Do not overstock, as children grow out of things very quickly: so you need to be cautious yet careful.
There really is an art to BTS shopping.
sujata@khaleejtimes.com

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