To celebrate the first anniversary of The Iconic Kids, The Iconic has released a report detailing the trends and popular products bought in the kids section of the site.
The First Birthday Trends Report found that streetwear brands and sneakers were the most popular products bought across all age groups, with 70% of the overall top-selling items sitting in the streetwear category.
50% of the top selling items were sneakers from Adidas and Converse, indicating that the sneaker obsession isn't exclusive to adults.
The top five selling brands across all age groups – baby, kids and teen – were Gap, Cotton On, Rock Your Baby, Nike and Adidas.
The Iconic chief category management officer Mareile Osthus said that the report indicates that parents like to dress their kids in practical, on-trend clothing and footwear.
"It’s official: 'Mini Me' madness has officially taken hold, with streetwear obsessed parents, family and friends kitting their kids out in the latest sneakers and streetwear-inspired looks.
"This trend is all about universality, from hoodies to sneakers or even leggings, they’re all built for comfort and practicality.
"Perfectly suited to running, crawling, dancing, climbing, rolling and everything in between, so that kids can keep doing what
they love.
"We couldn’t be prouder of our Kids category, which has gone from strength to strength in its first year.
"Already, we’ve onboarded over 100 leading kidswear brands, which sit alongside the thousands of brands across our Womens, Mens, Sport, Designer, and newly launched SneakerHub, categories," she said.
Other insights The Iconic uncovered were that monochromatic colours black, white and grey are popular colour choices, while unisex styles also proved popular.
Book Week was also a major influence on purchasing behaviours, with ten Book Week costumes from Rubies Deerfield selling out in less than a week – making them one of the fastest selling items in the past year.
The report also found that the most popular time for parents to purchase items for their kids was between 9pm and 10pm.
The Iconic Kids First Birthday Report looked at the top selling products, brands and trends from 1 August 2018 to 11 August 2019.
Top 10 best selling Kids items overall were:
1. Adidas Originals Superstar Foundation Infant Shoe
2. Converse Chuck Taylor All Star Shoe
3. Adidas Essentials 3-Stripes Full-Zip Hoodie - Teens
4. Polo Ralph Lauren Cotton Oxford Sport Shirt - Teen - White
5. Adidas Originals Superstar Foundation Pre School
6. Rock Your Kid Love Heart Faux Fur Jacket
7. Adidas Trefoil Hoodie - Teens
8. Rock Your Kid Pirouette LS Circus Dress - Kids
9. Adidas Originals Superstar Crib Boys
10. Adidas Superstar Foundation Grade School Shoe
Image from The Iconic Instagram