It doesn’t take much to figure out that the “Little Emperors” are a huge market in China, but the fact that they are also a luxury market may not seem as obvious. This Jingdaily piece emphasizes that much conspicuous consumption can occur through children. In its new store at Wangfujing, Gap is certainly on to this trend.
The entire second floor is devoted to babies, children, and adolescents and the displays were quite cute. According to this press release, complete product lines for the whole family are just one of the ways in which Gap seeks to distinguish itself from competitors. The selection for the little ones does surpass those that of other fast fashion companies. The fact that the American brand feels more family oriented could go a long way in this market.