_Resumo_aos_compradores_O_I_23_24__bebês_e_crianças_pequenas___Cores_e_estampas___pt

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Resumo aos compradores
O/I 23/24: bebês e crianças
pequenas – Cores e
estampas
Combinados a tons pastel calmantes e tons terrosos,
grafismos atemporais e estampas nostálgicas
proporcionam conforto para o O/I 23/24 e longevidade para
além da estação.
Hannah Allan
12.13.22 - 9 minutos
Tradução em breve
Gray Label
Warm browns
Light, earthy shades of brown with hints of
gold will be important for A/W 23/24, thanks
to their seasonless, gender-inclusive and
comforting appeal.
Parchment and Sepia work as grounding,
natural tones and are essential shades for
updating baby and toddler core items.
Pair warm browns with orange, mustard and
lilac to tap into popular #GentleRetro and #70s
themes for heritage knitwear, plush corduroy
and playful geo pattern combinations.
Layer up core neutrals Chalk and Oatmilk with
#GoldenBrowns for cosy newborn sets and
premium knitwear.
WGSN e-commerce data: new-ins for brown
were +63% in the UK and +29% in the US.
WGSN confirmation: Kids' Colour Forecast A/W
23/24, Kidswear Forecast A/W 23/24: Care
Culture
Noa Noa
Jamie Kay Marmar Copenhagen
Liewood
1+ in the family
Zara Kids
1
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22gentleretro%22%5D%7D
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%2270s%22]}
https://www.wgsn.com/fashion/article/93202#page7
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22goldenbrowns%22]}
https://www.wgsn.com/fashion/article/92297#page3
https://www.wgsn.com/fashion/article/92856#page3
Candied Orange
This bright orange hue adds a burst of
energy to autumn palettes. Use to evoke a
sense of warmth, playfulness and optimism.
Orange continues to evolve as a key shade from
S/S 23, with new bright Candied Orange added
to the mix for A/W 23/24. Sitting alongside the
calmer mid-tone of Sundial – which carries over
from last season – it works as a cheerful update
to jersey separates and knits.
Introduce orange through print and pattern to
invigorate core autumn palettes for toddler. Use
with mindful pastels such as Digital Lavender
and Glacial Blue for balance, or pair with warm
brown and golden yellow for retro-inspired
statement plaids.
WGSN e-commerce data: in the UK, new-in
orange shades for toddler were +41% YoY from
A/W 21/22 to A/W 22/23.
WGSN confirmation: Kids' Colour Forecast A/W
23/24
Knit Planet
Kalinka Kids Wild Wawa
Soor Ploom
Zara Kids
Tiny Cottons
2
https://www.wgsn.com/fashion/article/91068#page2
https://www.wgsn.com/fashion/article/93202#page3
https://www.wgsn.com/fashion/article/92297#page2
Glacial Blue
Calming and classic in appeal, soft, pastel
shades of blue offer an alternative to warm
neutrals for core items.
This lasting transseasonal shade will be
important for A/W 23/24 and into S/S 24, as
highlighted in our A/W 23/24 Global Colour
Forecast, cementing its longevity.
Glacial Blue serves as a gender-inclusive shade
for baby and toddler, as Millennial parents
move away from associating colours with
traditional gender norms. Pair with warm
browns for #So�Utility-inspired looks.
Key items: sweat sets, knitwear, wovens, baby
grows, nightwear, loungewear
WGSN e-commerce data: new-in blue was +54%
for girls and +46% for boys across the UK
apparel mix
Zara Kids
Happy Prince Poudre Organic
Arket
mini PS Market
@rkokids
3
https://www.wgsn.com/fashion/article/91941#page3
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22softutility%22]}
Swampy greens
As nature is prioritised, green continues to
be a key shade, connecting consumers with
the environment. Draw inspiration from
swampland settings and test out deeper,
murkier shades for A/W 23/24.
In line with our Swamp thing story and tapping
into #TheGreatOutdoors boom, apply practical
darker shades of green to outdoorwear and
utility items such as dungarees and
weatherproof trousers.
Design with nature in mind. Opt for natural
processes such as organic dyeing, or invest in
seaweed-based materials and inks for low-
impact items.
WGSN confirmation: Kidswear Forecast A/W
23/24: Nature Verse, Kids' Colour Forecast A/W
23/24
WGSN Fashion Feed: #GetYourGreens,
#OliveGreen, #NaturesTexture,
#TheGreatOutdoors, #SustainableColour,
#NaturalDye
Mimic nature by using green on tactile, plush fabrics for a
moss-like quality that works well for �eece tops and small
accessories
House of Jamie
House of Jamie Mes Kids Des Fleurs
Liilu
Gray Label
Omibia
4
https://www.wgsn.com/tech/article/92109#page11
https://www.wgsn.com/fashion/article/92858#page9
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22thegreatoutdoors%22]}
https://www.wgsn.com/fashion/article/92858
https://www.wgsn.com/fashion/article/92297#page3
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22getyourgreens%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22olivegreen%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22naturestexture%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22thegreatoutdoors%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22sustainablecolour%22]}
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22naturaldye%22%5D%7D
Digital Lavender
Digital Lavender, WGSN's Colour of the Year
2023, continues to trend for A/W 23/24
baby and toddler assortments, as
consumers seek mindful pastels that bring
balance and serenity.
Purple remains dominant, thanks to its gender-
inclusive and transseasonal appeal. Following
on from S/S 23, continue to protect pastel hues
of lilac and lavender for A/W. Use to update so�,
cosy knits and sweat sets.
Pair with deep shades of brown and murky
green, adding a digital quality to nature-
inspired palettes.
WGSN confirmation: Colour of the Year 2023:
Digital Lavender, Kids' Colour Forecast A/W
23/24
WGSN e-commerce data: new-in lavender for
the boys' apparel mix was +100% in the UK and
+400% in the US, while for girls new-in was
+41% in the US, confirming the shade's broad
appeal.
Kindly
Gray Label Happy Prince
cissy wears / Hvid
Mika & Milo
Arket
5
https://www.wgsn.com/fashion/article/93988#page2
https://www.wgsn.com/fashion/article/90631
https://www.wgsn.com/fashion/article/91068#page7
Home hub
The idea of home as a concept as well as a
physical place remains a key driver for A/W
23/24. Re�ect this in comforting graphics
and icons that borrow from the home
environment and daily routines.
Test this look across jersey and knitwear, with
placement graphics and playful, all-over
repeats. Feature houses, kettles, cups and
saucers, bread and milk in designs, as everyday
items become inspiration for homely graphics
and cute characters.
Opt for warm tones of mustard, ecru and
brown, paired with Digital Lavender and pops
of Crimson for a fun, retro palette.
WGSN confirmation: Kids' Prints & Graphics
Forecast A/W 23/24 Care Culture, Kidswear
Forecast A/W 23/24: Care Culture, Prints &
Graphics Sourcing Guide: Kidswear A/W 23/24
Key brands: Oeuf, mini PS Market, Bon Bono,
Bobo Choses, Mile
mile
Wunderlang Oeuf
Bon Bono
@gustolovesnono
mini PS Market
6
https://www.wgsn.com/fashion/article/92935#page8
https://www.wgsn.com/fashion/article/92856#page5
https://www.wgsn.com/fashion/article/63249a185d5e75a903ac819a#page4
Gingham
#Cottagecore-inspired gingham offers a
timeless, nostalgic quality. Bring this
perennial pattern through into colder
months with a brushed �nish and warm
brown tones.
Play with varying scales, with oversized checks
and micro-#Gingham working well for wovens.
Introduce floral overlays for a twist on this
classic style, as seen at Mainio.
Tonal neutrals and warm brown shades are key
combinations, and offer longevity and gender-
inclusive appeal.
Key items: dresses, woven shirts, rompers,
pyjamas, overalls, bloomers
WGSN e-commerce data: new-in gingham
increased across the board, with girls +10%
(UK) and +11% (US) and boys +104% (UK) and
+21% (US), confirming its continued appeal. For
UK girls, gingham/plaid dresses have the largest
percentagemix with 56% and is growing 32%
YoY, while US girls' gingham/plaid dresses took
43% of the percentage mix, +28% YoY.
The Simple Folk
In the UK, the largest categories for boys gingham/plaid are
woven shirts (+56%) and pyjama sets (+ 250%) with both 26%
percentage mix
Caramel
Mainio
Lil Atelier
In the US, boys' gingham/plaid woven shirts are
the top category mix with 35%, +53% YoY
Quincy Mae
Birinit Petit
7
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22cottagecore%22%5D%7D
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22gingham%22]}
Dark �orals
Update perennial �orals for A/W 23/24 with
dark grounds to evolve them into a more
enchanting, escapist look that echoes our
Twilight garden story.
Offer an autumnal floral drop with rich shades
of Dark Cherry and Cranberry red alongside
mauve, so� pinks and oranges, as seen at Molo
and Jamie Kay.
For Holiday season, pair inky blues with
calming pastels, teals and pops of red for a
magical, jewel-tone palette, as seen at Bonjour
and Daily Brat.
WGSN Fashion Feed: #DarkGroundFlorals,
#GardenFlorals, #Florals, #FurnishingFlorals,
#DitsyFlorals, #Cottagecore
WGSN e-commerce data: knit/jersey saw share
growth in the UK and US, growing 13% in the
UK (making it 15% of the mix) and taking the
second top percentage of the mix in the US with
21% (+29% YoY).
Floral dresses remained top of the percentage mix for girls in
the UK and the US, making up 38% and 32% respectively
bonjour
Daily Brat Molo
Jamie Kay
The timeless, romantic appeal of ditsy prints
and popular #Cottagecore themes make
�orals a mainstay for girls' dresses
Emile et Ida
Little Cotton Clothes
8
https://www.wgsn.com/fashion/article/92858#page10
https://www.wgsn.com/fashion/article/92297#page9
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22darkgroundflorals%22%5D%7D
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22gardenflorals%22%5D%7D
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22florals%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22furnishingflorals%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22ditsyflorals%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22cottagecore%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22cottagecore%22]}
Bottom of the garden
#Mushrooms continue as a key icon and are
joined by cute snail characters, blending our
Fantastical nature and Swampland themes
to create a joyful nature escape.
Simple vector graphics and thick marker pen
lines create a #Cartoon-like aesthetic. For baby,
keep mushrooms cute and micro in scale for
repeat patterns.
Don't shy away from vibrant colourations.
Inspired by the 2023 release of The Super Mario
Bros. Movie, pair digital brights alongside pops
of red, grounded with so� pink for designs that
will carry through into our S/S 24 Gamified
picnic story.
While traditional red and white toadstools are
central to this story, introduce snails, frogs and
floral sprigs into designs for a fresh take,
tapping into our wider #Horticool trend.
Key brands: Stella McCartney, Mini Kardi, Oeuf,
BaYíRi, Fabula
WGSN e-commerce data: new-in mushroom
prints and motifs were up +43% YoY in the UK,
while the US saw a surge of +367%.
Mini Kardi
@bayiri.knits Oeuf
@theanimalsobservatory
Turtle Dove London
Stella McCartney Kids
9
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22mushrooms%22]}
https://www.wgsn.com/fashion/article/92936#page11
https://www.wgsn.com/fashion/article/92936#page6
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22cartoon%22]}
https://www.wgsn.com/fashion/article/6377a2dd9806fffb36299d76#page5
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22horticool%22%5D%7D
Up in the clouds
As sleep hygiene is brought into focus for
Gen Alpha, look up #IntoTheClouds for
inspiration for this calming print story.
Motifs of snoozing moon characters are ideal
for sleepwear and loungewear. Fluffy cloud
repeats work across day and nighttimewear.
Add tactility through appliqué detail on jersey
and textured yarns on knits for a so�, cosy look.
Pair graphics with soothing messages of rest,
recharging and dreaming big, aligning with our
Nap time story.
Ideal for newborn sets and gi�ing, opt for so�
pastel shades of Glacial Blue and Digital
Lavender alongside marled greys, for gender-
inclusive appeal.
Key items: loungewear, nightwear, printed baby
grows, knitwear, jersey, small accessories and
gi�ing
WGSN confirmation: Prints & Graphics
Capsule: Baby & Toddler Night Owls A/W 23/24,
Kids' Prints & Graphics Forecast A/W 23/24:
Care Culture
The Bonnie Mob
Happy Prince Bobo Choses
The New Society
Organic Zoo
Oeuf
10
https://www.wgsn.com/insight/article/94286#page6
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22intotheclouds%22]}
https://www.wgsn.com/fashion/article/6372881fa23578db7609c129#page2
https://www.wgsn.com/fashion/article/93932#page5
https://www.wgsn.com/fashion/article/92935#page6
https://www.wgsn.com/fashion/article/6372881fa23578db7609c129
https://www.wgsn.com/fashion/article/92935#page6
1 2 3
Action points
In times of polycrisis, consumers will look for
restorative colour to aid wellbeing. Mindful pastels,
grounding neutrals and warm tones offer comfort and
serenity. Add calm with cloud prints, while #HomeHub
graphics and nostalgic patterns help to reassure
Transseasonal, gender-inclusive colours provide value at
a time when the #CostofLiving is rising. Classic, utility-
inspired shades of blue, dark green and warm brown are
practical and have long-term appeal
Prints take the lead from everyday environments.
Continue to buy into popular #Cottagecore and
#Horticool themes with nostalgic gingham, garden
florals and mushroom prints. Introduce familiar icons
for graphics, such as houses, cups of milk, clouds and
moons that chart little ones' routines from day to night
Create a sense of calm and comfort through
colour and print
For core basics, prioritise gender-inclusive
colours that offer longevity and lasting value
Nostalgia, nature and the idea of home drive
inspiration for prints
11
https://www.wgsn.com/insight/article/6346d37888bf3fd47cb37112#page5
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22homehub%22]}
https://www.wgsn.com/fashion/feed?filters=%7B%22hashtags%22%3A%5B%22CostOfLiving%22%5D%7D
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22cottagecore%22]}
https://www.wgsn.com/fashion/feed?filters={%22hashtags%22:[%22horticool%22]}
Methodology
WGSN e-commerce data
Data for this report was based on kids' products across retailers in the UK and US
from A/W 22/23 vs A/W 21/22 from August 2 to November 5 2021 and 2022
Some retailers are excluded to ensure like-for-like calculations and to avoid inflated
product counts due to the acquisition of new retailers on the e-commerce platform
Numbers may fluctuate as we recategorise to help clarify ambiguous/new products
or if retailers refactor their website
De�nitions
YoY: year-on-year
Percentage point (ppt): a percentage is the proportion of a set of products over a
larger set. An example is new-in trousers over new-in apparel mix. A percentage
point computes the arithmetical difference between percentages – going from 40%
to 44% is a 4ppt increase
12