“So you follow the shop, browse their items, and impulse buy.”Ĭasually purchasing baby clothes after scrolling through aspirational mom content is just a beginner’s level of devotion to Instagram baby brands. “When you see getting the most adorable gifts from brands and taking the most beautiful photos of their new babe in said items, you want to recreate it,” one mom, Lynsie Salazar, told me. Lou Lou and Company’s founder, Karen Klakring, shares her personal baby tips on the company’s Instagram page, recently sharing in a video how she gives her newborn a “beauty bath.” It’s also a two-way street, Kyte Baby’s marketing director, Willow Harville, told me, as the team makes sure that anyone who tags the brand in a post or sends them a message gets a response. The CEOs, founders, and employees almost become influencers themselves for moms to follow and emulate. The idea is, if you enjoy a brand’s aura, vibe, and message, you’d likely get along with other fans.įor example, Ying Liu, the founder and CEO of Kyte Baby, described the “Kyte mom” as “modern, nature and health conscious.” Kyte Baby’s social channels are often filled with videos and messages from Liu and other employees that reflect this ethos. People become fans of a brand based on the image and persona it cultivates and join the online groups not only to learn more about the brand, but also to connect with like-minded moms. While there are dozens of children’s brands on the market with similar looks and messaging, these brands all have two key things in common: They have grown like wildfire through social media and word of mouth, and they actively cultivate their fan communities on the internet in order to drive more sales. The brands are aspirational, with most of their companies selling their items at higher prices on average (like $18 versus $6 for a onesie) than what you might see at Target or TJ Maxx, except for Kate Quinn, which promises luxury at a lower price point. According to the report, the desire of many parents to focus on sustainability has spurred a rise in eco-friendly fashions, and “social media challenges” like matching mother-daughter outfits and Instagram photo shoots have increased demand for “new age stylish baby garments.” In the report, researchers claim that “growing social media influence and changing fashion trends” have pushed “demand for fashionable clothes” for children. Kate Quinn does a mix of bamboo and “organic cotton.” Posh Peanut also uses bamboo and calls its clothing “hypoallergenic, ultra comfy and fashionable.” Lou Lou and Company started with swaddles and now sells a variety of “essentials that feel like love,” while Ryan and Rose is known for its sleek, monochromatic pacifiers and matching “cutie clips.”Īccording to a December 2020 report from Fortune Business Insights, these sorts of Instagram brands and the trendy and aspirational parents they appeal to are fundamentally changing the baby apparel industry. Kyte Baby and Little Sleepies make clothes and blankets with bamboo, which is more lightweight and breathable than traditional fabrics and is said to help soothe skin conditions such as eczema. Over the past few years, Instagram baby brands like Kyte Baby, Little Sleepies, Kate Quinn, Posh Peanut, Lou Lou and Company, and Ryan and Rose have gone certifiably viral.Įach brand sells baby items with a similar airy and expensive Instagram influencer energy, but with slightly different selling points. Howard is far from the only person to get tempted by baby brands on Instagram. As the pandemic slowly ruined her plans for her dream wedding, it felt like a way to take back control of her life. She did all of it in secrecy, squirreling the packages away before her fiancé saw them and hiding them among her Christmas decorations. So she started to buy things, purchasing about $200 worth of items like a pacifier clip, swaddle, a stroller blanket, and soft and beautiful outfits from trendy brands like Lou Lou and Company. “I thought that they were living the dream baby life and I wanted to emulate them, especially with clothing and high-end baby gear,” Howard told me. She began to want to buy things for her future baby too, even though she wasn’t yet pregnant. To Howard, it seemed like these women and their children had it all. The babies smiled and squirmed in soft, adorable clothes and cruised around in high-end strollers. Before her eyes flashed mom influencers, their babies, their adoring husbands, and most importantly, their stuff. Instead, she spent a lot of her time on Instagram.Īfter the pandemic postponed her big day indefinitely, Howard was bored. Tyler Howard, a 33-year-old from New Jersey, had been planning to get married in the spring of 2020.
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