Kidswear flying high

While practical togs for children have always been a fashion staple, the kidswear market is gaining in sophistication. Belinda Smart talks to one Melbourne wholesaler that's leading the charge.

Time was when little boys knocked about in t-shirts and shorts and little girls wore sensible pinafore dresses with Mary Jane shoes.
It's hard to define, but once upon a time the clothing worn by children had a distinctive quality that could only be summed up by the well-worn phrase "Mother knows best".
Things have moved on in recent years, with the childrenswear category showing considerable growth, largely as a result of increasing volumes of imported European and US labels hitting the shelves, a fact which has seen Australian childrenswear come of age.
In short, kids have finally been freed from the shackles of looking like their mothers dressed them. Or maybe, as One Red Fly co-founder Lisa Trosdal hints, it's just that mothers themselves have got wise.
Women are holding on to their youth, dressing younger themselves and, when they have children - often many years later than their own mothers would have done - they're more demanding consumers with a higher level of disposable income, Trosdal claims.
"Women nowadays are very brand conscious and they're carrying that demand over into their children's clothes," she says.
"They're wearing clothing with a high level of design and good quality and they want their kids to wear it too. They definitely see their kids as an extension of themselves and their own sense of style."
It was this realisation that planted the seed which ultimately became One Red Fly, founded in 2003 by Trosdal and partner Linda Slobom.
"The name came about from a desire to have a truly memorable brand that could stand the test of time and seasonal change. We also wanted a name that would not be gender specific," she explains.
One Red Fly's competitors include high end kids' brands Fred Bare, Osh Kosh, Eden Star, Mill and Mia and Big. The label caters to three to 10 year olds with price points -- ranging from $45 for tops, to $65 for jeans or pants and $130 for coats - neatly under cutting the overseas labels.
The company launched with the specific aim of filling a gap in the market for an upmarket, eclectic range of childrenswear, and in Trosdal's view, there are very few Australian kidswear labels serving the upper end of the market in the same manner as One Red Fly.
"We're very focused on high quality event wear for children. We compete with top European labels but are more attainable."
Characterised by standout quality, a high level of detail and premium fabrics - many of which are designed in house -- , the One Red Fly label is certainly scoring points on all fronts.
"We produce a range of clothing that has a very contemporary and distinctive handwriting. Every piece that is offered has a stand out appeal that sets it apart from the increasingly lacklustre product on the market. We produce girls and boys clothing in co-ordinated stories that are delivered monthly."
"The idea was to rival the distinctive European labels, while not attracting the premium price tags of the label's European counterparts."
The company employs two staff and manufactures 80 per cent of its product onshore, with ranges totalling around 60 pieces across a variety of colour options.
Since launching in 2003 it has garnered over 40 stockists across Australia and New Zealand and longer term goals include its own retail chain with a minimum of seven outlets planned for the foreseeable future.
Until now the company has not advertised, but according to Trosdal its next growth spurt will be underpinned by a promotional drive to include billboard and bus advertising spots.
Advertising will in all likelihood be the answer to a significant challenge for the company, she says.
"While the label is extremely popular among consumers, there are still some shoppers out there who are not prepared to pay for something that says "Made In Australia" on the label."
However, with a little persistence, Trosdal believes the company is steadily winning that battle.
"One of our main goals is to continually improve what we do to create a unique, highly sought after, individual product."
"There is still a perception out there that imported product from Europe or the US has more worth. While some customers will buy the product because they love it, others are harder to persuade."
Clearly, with plans afoot to increase its export business and boost turnover by 50 per cent One Red Fly is one Australian kidswear brand that's determined to change that perception.