UK High Street giant Next is ramping up its push into the domestic childrenswear space.
Following the success of Next.com.au's kidswear campaign #DressingTheNextGeneration in 2020, Next is challenging Australian families to test run its latest children's collection.
This time, Next.com.au has challenged 20 influencer parents to document their kids baking, gardening, playing, as well as doing arts and crafts in Next apparel.
Influencers then report back, via Instagram content, on how the Next kidswear held up after it was worn, washed and worn again.
Over the next two weeks, mum blogger Amy Gerard (@amy.gerard), author and former journalist Lauren Dubois (@thelaurendubois), ‘fluent in sarcasm’ mum of four Laura Bentley (@_laurabentley_), two-time MasterChef contestant Dani Venn (@danivenn), speaker and panellist Charli Adams (@charli_kate) and podcaster Sean Szeps (@seanszeps) will be among those to join the campaign.
They will share their experience via social media with the hashtag #DressingTheNextGeneration and are encouraging everyday Australian families to join in.
“We have been fortunate enough to test drive some of the kids range and we couldn’t be happier. The kids have loved being in control of their wardrobes and watching their creations every day has been a joy," Bentley said.
IBISWorld estimates the childrenswear market in Australia to be valued at $3 billion.