Interview with WGSN's Account Manager Seden Ünlü

1. Can you briefly introduce us to the world's trend authority; WGSN?

WGSN is the world's leading online research and trend analysis service for various industries such as fashion, interiors, beauty, food & drink,
and technology. Founded in 1998 in London. WGSN; reaches 74,000 users in 87 countries with its offices in many fashion centers such as New York, Tokyo, Paris, and Barcelona. WGSN's members include many well-known brands in the world.

2. Can we learn about your role at WGSN and can we get to know you better?

I work as an account manager at WGSN Turkiye since 2016, I’m managing strategic accounts from various industries such as fashion, interior, beauty, food & drink, and e-commerce. I have 13 years of sales and account management experience within different industries in international companies.

3. What are the differences between children's and adult fashion?

Dubbed the mini millennials (Gen Y), Alphas are learning about style, quality, and taste from their parents. For brands to tap into the maturing kids’ aesthetic, they must stay hyper-aware of the ever-changing adult product and design trends and walk the fine line between too adult and too juvenile. It’s
getting more important to create mini-me products to appeal to both generations.

4. How have generations such as Generation Z and Generation Alpha influenced children's fashion?

Generation Alpha, born between 2010 and 2025, is slated to be the biggest generation in history. 2.8 million new Alphas are born each week, and with these high numbers, they’ll also inevitably hold the biggest spending power. Though Alphas are not yet teenagers today, they’re already impacting household purchasing decisions. And since children are capable of creating brand associations as young as three, it’s essential to look at what’s shaping their interests. Alphas are set to be the most diverse and inclusive generation to date. Born into the social media and digital age, they will also be hyper-aware of their personal brand, tastes, and style.

5. How do we see the environment and sustainability issue, which is the biggest agenda of all of us, in children's fashion?

Pollution and climate change are going to impact this group so it’s crucial for them to learn about it. Some brands are already catering to eco-conscious parents and their kids. Kids-wear brands are already piloting bio-based materials from food waste streams and regeneratively farmed plants and trees, and the opportunities for regional food-based alternative fabrics with marketing potential such as olives, grapes, and apples.

6. How has digitalization affected children's fashion?

Alphas are the first generation of children to have their entire lives – from birth to first birthdays to first days of school – shared on social media. Born into this digital world, kids are attuned to digital aesthetics. They’re set to be the most hyperconnected generation so far, by using tablets before their fifth birthday.

7. What are the latest trends in children's fashion?

Healing and haptic materials, mood-boosting colors, and earthy textures will be top trends. We will focus on gender-inclusive and seasonless colors. Items that can be worn in more than one way will become more important, as activities seamlessly transition from work to school and outdoor play. Multifunctional features that can shape-shift will be prized for their added value and longer wear time.

8. Can you talk about the importance of colors in children's fashion?

Re-energized brights, healing mineral tones, digital pastels, and near-neons will be some of the key color directions for kids-wear, as markets re-emerge with a new sense of optimism, balance, and appreciation of nature. There will be a stronger and more holistic focus on health and healing, and this will see soft, mindful pastels evolve into brighter, digitally infused wellness colors that feel playful and energizing.

Published Date: 17 May 2023