Light blue is the trend color among the young children nowadays. The trend has become more obvious as children's festival season nearing; Kimono stores saw that light blue kimonos or kimonos that have light blue prints sell far more than others.
Formerly, young girls preferred pink and red and shocked retailers to stock more light blue items. Narumiya International, a company that had rose to be one of the most popular among girls comments that their customers prefer light blue as well and sees this trend to be more prevalent in girls who are more particular about their likes and dislikes.
The analysis behind this trend lies in the parents. Parents of children around the age of 10 are the generation of junior baby boomers. This generation was in the trend of French Casual and Shibuya Casual.
The French casual consisted of bordered tops with navy pants, Shibuya casual of navy jackets with jeans and polo shirts. When Itochu Fashion System's consumer analyst surveyed this generation when their children were babies, the result was that this generation preferred to dress their babies in more simple and basic colors whereas those above them who enjoyed the bubble economy preferred brighter colors. This parental preference is a key influence in the trends of young children today.
Young girls have another trend that supports retailers called “Oshare Majo Love & Berry”. This directly translates as “Fashionable Witches Love & Berry”.
This is a game by Sega that allows girls to coordinate outfits of the 2 characters Love and Berry using cards. The cards come in different seasons and outfits that could be scanned into the game machine and coordinated as the player wishes. This interest in young girls to coordinate outfits and style them is simultaneously influencing girls to coordinate outfits for themselves.
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