Charlotte Broadbent, UK general manager at Faire, discusses how independent children’s stores can capitalise on the latest retail trends.
Shoppers will be looking for more adventure-inspired accessories, opulent vintage pieces, natural goods, and playful nostalgic items this year. That’s according to the Faire Forecast, which examined data from millions of product searches on Faire to identify four trends we think are guiding consumer and retailer behaviour right now: Intentional Detours, Victorian Noir, Neutral Good, and Everyday Hopecore.
For example, we discovered an increasing demand for items that allow people to unplug and reconnect; a growing appetite for bold, indulgent décor and accessories; a desire for more handmade, eco-friendly products; and a stronger pull from shoppers to reconnect with their childhood and rediscover their ‘inner child’.
I think the insight around playful nostalgia and natural goods is valuable for those working in the children’s retail space if they’re looking for new products for parents that are also fun, practical and environmentally conscious. And I know from chatting directly with retailers almost every day that trends like these are so important in guiding them to make smarter buying and selling decisions, which is why the report was a key point of discussion for all the people I met at Spring Fair earlier this month.
But honestly, identifying trends like these is one thing, actually translating trends and integrating them into your business is another. The best retailers approach trends with a clear strategy in mind to ensure they still feel natural for you and your customers. Here are my top tips for getting this right:
Put your customers at the heart
The Faire Forecast highlights four very distinct trends, so your business might not align with all of them. You know your customers better than anyone, so think about what they are looking for when they come into your store.
For example, if your customers love sustainably made items, then Neutral Good could be a perfect fit, as it’s all about handmade, eco-friendly products like wooden baby toys or organic cotton outfits. On the other hand, if your store is better known for playful, modern designs, Everyday Hopecore might bring the perfect mix of fun pieces and nostalgic prints. Take a step back and think about which trends are most likely to resonate with your customer base.
Make the trends work for you
You also need to think about your purchasing strategy, budget, and how much risk you’re comfortable taking on before adopting a new trend. Look at your existing range and consider how brand-new products will fit alongside your existing bestsellers or whether they will need new merchandised space.
Then think about your tolerance for risk when it comes to trying something completely different. That’s often influenced by your financial security, past experiences – both good or bad – and customer behaviour. Sticking to tried-and-tested bestsellers might feel like the safer option, but if you know your customers love newness and have found that testing new brands and products encourages repeat spend and attracts new customers, taking a calculated risk could pay off.
New trends need a new strategy
New products won’t sell themselves, so you will need a plan to build awareness. Start by thinking about the channels that will work best for your customers and the product, whether that’s in-store merchandising, such as window displays and feature tables, a ‘new in’ campaign via email or Instagram, or a launch offer.
Define your metrics in advance and remain accountable to them. You can look at quantitative data, like sales velocity and basket size and value, and combine that with qualitative customer feedback to work out what success will mean for you. This will help you understand when to double down on a new product and when it is time to pivot.
Most importantly, keep an eye on your average order value. Make sure new products and brands you are testing feel accessible at the price point your customers expect. You don’t want to make customers feel uncomfortable, but you also don’t want to undersell yourself. You should protect and look to stretch your average basket where possible, so take a good look at the pricing of products you want to merchandise. Whether you’re offering premium or more value items, it needs to feel right for your customers.
Test and learn
Experimentation, testing and learning are key, so look at how you can try something new in the lowest-risk way. Trial a few new pieces in a small range, gauge the response, and go from there. I’d advise setting yourself a testing budget as a proportion of your overall budget, scaled up or down based on your performance and appetite for risk. Faire helps with this because we offer free returns on orders from brands that you are trying for the first time.
If you’re unsure about how to promote a new brand or product, try a promotion during a quieter period when any sales lift will be more noticeable. Think about shorter and longer-term tests. A flash sale can drive urgency, while a longer promotion helps you get a sense of consistent demand.
Most importantly, don’t jump on trends just because others are
The best merchandising plans balance staples and bestsellers with newness. It’s important to keep your range fresh while staying true to who you are and not taking unnecessary risks.
