As millennials and Gen Zers are becoming parents, the demand for gender neutral baby clothing is apparently at an all-time high.
As soon as parents discover that they're having a baby, many of them want to run to the shops and start buying clothes for the new arrival. Many parents will also begin to get baby-themed gifts from family and friends. However, if you currently have a baby on the way and you don't know whether it's a boy or a girl, you'll know how tricky buying clothes can be.
Despite the shift in gender equality in recent years, when it comes to babies, the stereotypes are still there. If you see a baby dressed in pink, you assume its a girl. Clad in blue, it's probably a boy. However, Glossy reports that as more millennials and Gen Zers are becoming parents, the demand for gender neutral baby clothing is continuing to rise.
Primary, founded in 2015, is one of the leading brands for gender-neutral baby clothing. Primary's success alone is evidence that clothes which can be worn by baby boys and baby girls is very much in demand. Last year, the company made a whopping $30 million in revenue, twice as much as it made the year before that. Impressive numbers.
Market intelligence agency Mintel has projected that by 2023, Americans will spend an incredible $40.6 billion on children's clothing. While Mintel doesn't carry specific statistics regarding the sales of gender-neutral clothing, it does point out that 27% of parents buy baby clothes that align with their values and beliefs. With the next generation quickly becoming parents, that figure will likely increase as time passes.
The most surprising thing about all of this is that genderless clothing is infiltrating the adult market faster than it is the children's one. Big brands such as Gucci and Zara have been selling gender-neutral lines for adults for the past three years. Considering some parents don't know the gender of their child until they arrive, you'd have thought that lines for children would have been the focus. Clearly, they are about to be.