Children's Luxury Goods Sales Jump 80%... Highest Sales Volume for 14-Year-Old Products, Reasons Explained

Popular Sizes Mainly for Age 14, Suitable for Adult Women

Recently, sales of so-called "kids luxury" padded jackets, which easily exceed 1 million won per piece, have surged. Some analysts say this phenomenon reflects a facet of the economic downturn.

On the 5th, Money Today reported that buyers purchase luxury padded jackets not for their children but to wear themselves at about half the price. In fact, an analysis of recent sales by size of kids luxury products showed that the 14-year-old size, which can fit adult women, had the highest sales volume.

Introduction screen of the 14Y product section within Lotte ON's luxury store On and the Luxury.
[Photo by Lotte ON/Money Today]

According to Lotte Shopping's e-commerce platform Lotte On, sales of children's luxury brands such as Moncler and Burberry Kids increased by more than 80% compared to the previous year. In October, sales of Moncler Kids 14Y (for 14-year-olds) products grew by 30% year-on-year, making it the most popular.

The largest size among luxury brand kids products is the 14Y line. This line is known to sell out the fastest. In fact, most of the 14Y size Moncler kids padded jackets sold on Lotte On have been completely sold out, while other sizes still have stock available.

Some analysts interpret this as a result of demand not only for children's clothing but also from adult women who can wear these products.

In fact, the popular lineup of luxury brand padded jackets tends to have classic designs that do not change frequently. The brand logo alone is enough to convey value, making them less sensitive to trends. Especially, luxury kids products have designs and colors that are not much different from adult products, while offering a more cost-effective price range, lowering the purchase barrier significantly.

Companies have recognized this and provide guidance on their products. They label items as "adult wearable." A collection called "14size clothing collection wearable by adults" gathers such products, introducing kids items from various luxury brands including Moncler, Stone Island, and Gucci. Additionally, special promotions offering extra discounts to buyers of the 14Y size are also being held.