Trend Newsletter July 2020

Dear Readers; 

As the region's international exhibition and platform in baby and children products industry, we are delighted to share our third "Trend Newsletter" with you. We hope that you will read this meticulously prepared issue in high spirits.

The July edition starts with a classic; "Popular Color of the Future". Then, continues with the "2021 Children's Clothing Trends", "Fun Face Masks for Kids", "Increase the Efficiency of Your E-Commerce Site" “Sectoral Interviews with CBME China team”, and it ends with news of "How Should Your Sales Strategies Be After Covid-19?"

We will invariably continue to keep you update about innovations that we think will inspire you in topics that concern the industry closely each edition of our newsletter. You are always welcome to contact us for your comments, ideas, and suggestions in this regard.
Apart from the news about the sector, if you would like to get information about the CBME Turkey - 39th International İstanbul Children Baby Maternity Industry Expo that will be held between 13 - 16 January 2021. You can visit our website by clicking the button below.


The world's number one trend forecast company WGSN and the universal color system Coloro announced that Orchid Flower will lead the five key colors predicted to gain worldwide popularity in the Spring-Summer 2022 season.

According to Coloro’s Content Manager, Joanne Thomas, the Orchid Flower, which gives color its name, has an intense, hyper-real and energizing quality that will stand out in both real and digital environments. It also has a versatile mood that can work across seasons and continents. Orchid Flower, which is a more saturated shade of magenta, will be an excellent way to create a sense of positivity and escape in difficult times.

While the other key colors of the Spring-Summer season of 2022 remain grounded and balanced, Orchid Flower adds an energetic touch to this palette.

It is estimated that the vibrant pink colors that were effective in previous seasons will continue to be used in active wear, swimsuits and interiors with Orchid Flower and will appeal to men, especially the youth market, with its purple undertone.







Fashion designers, who separated children's fashion for a long time as a completely different part of the fashion industry, now prefer to dress children in a mature atmosphere closer to the style of the adults, rather than dressing them as toys.

With this understanding, there is no need for stereotypes such as blue for boys, pink for girls and fancy doll-like clothes in the fashion of 2021, while jeans, leather, perforated fabrics and all kinds of printing fabrics seem to be included in 2021 children's fashion.

While the grunge breezes that will be combined with casual wear and classics will be the trend of 2021 fashion for both boys and girls, cold period collections will appear in bright colors and light pastel tones with flying fabrics.

Eclectic and fusion details, which are predicted to be effective in women's and men's fashion, will also be in trend in children's fashion.



Nowadays, there are many different mask designs and mask manufacturers. Choosing the most suitable and fun one among these masks will change the perception that wearing a mask is a stressful and bad situation. In other words, the best way to ensure that children get used to their mask is to choose their favourite mask or even decorate it.
Produced in 100% organic standards for children, Paper Cape has an organic cotton child face mask that is ideal even for children with allergies and fabric sensitivities. These masks have both elastic and adjustable ear loops and can be used for children between the ages of two and eight. The most attractive part for children is that they are humorous and fun due to the embroidered bear patterns on them.

Apart from Paper Cape, many brands also produce special, fun face masks for children. Among them are Camp Collection's cotton masks, Uncommon's rainbow-patterned masks, Alex + Nova's reusable cotton masks, Disney's masks with Disney heroes such as Elsa, Star Wars, Mickey & Minnie Mouse, and also MaskClub, an offshoot of Trevco, which is a leading licensing company with more than 800 licensed brands, has fun masks offering different options from Sesame Street to Superman.



Along with the pandemic, users have a great interest in e-commerce platforms. Here are some tips to be taken care of in order to meet this
interest and to provide them with a user friendly and practical shopping experience;

1-Homepage View: When users visit your site, they want to see
 both an attractive look and an uncomplicated lineup that they can easily navigate to. In addition to a lively and eye-catching look, original SEO-compatible descriptions will affect the availability of your site.

2-Fast Performance:According to studies, if a site takes more than two
seconds to load the, it may cause you to lose 50% of your potential visitors. Therefore, test your site's speed regularly and, if necessary, optimize all your images.

3-Product in Basket If you want your visitors not to leave the site at thefinal stage of shopping, offer as many credit card deals as possible, campaign for shipping fees and, if possible, assign an online customer representative where they can get instant advice.

4-Importance of Reports:Review the reports regularly. Check the return rates to see which products are in high demand and why fewer clicked products are less visited. If necessary, go to changes in the keyword, image.

5-Follow the Trends:
 Follow trends tightly to predict which products can be requested by sector and season. Market top selling products, trending products, especially with social media and digital campaigns.

6-Always Be Helpful: Most of the sites have a FAQ section. However, users prefer the online customer representative to feel more secure and get answers to their questions instantly. Include a support section of this type on your site.



We held an interview with Overseas Sales & Marketing Director of CBME Alica Chen to evaluate the current situation in the mother and baby products sector in China and in the World.

1-How did this difficult period affected the baby and child products sector market especially in your country?

We split the baby product market in China into 2 main sales channels – Online & Offline. An Obviously offline market consisting of baby retail stores, department stores, super & hypermarkets are badly affected due to pandemic. However, certain product categories did extremely well during China’s lockdown period back in February such as nutritional baby food, healthy snacks, baby health supplements, toys & children’s furniture such as study desk and bedding. When parents get to spend more time with their kids, they tend to buy more than usual.

On the other hand, we also have clothing products faced with huge challenges, consider that everyone is staying at home, sales for children’s clothing shrunk drastically from February till early April. Also, consider that many diapers factories face the expropriation of their assets from the government to produce face mask. Once the production is converted to produce a face mask, this production line will not be able to revert or change to producing other types of products. Similar to diapers & clothing, strollers and car seat makers also suffer from the impact. 

2-Do you think any changes or revisions will be made in marketing and sales strategies after this period?

At the moment everyone is going online. Before the pandemic, the baby product market in China split between 70% offline and 30% online. Right now, I believe is about 60% online and 40% offline. Back in 2003 during the SARS outbreak, it boosted Alibaba’s sales and people start to realize the need for Online/ Digitization. Same for pandemic, this changes consumer purchasing behavior, we therefore, will need to adapt accordingly. 

3-Do you think that this period will change the baby and child products sector in terms of consumer expectations? Can you share your expectations about these changes?

From the consumer perspective, Safety, Quality, and Design are still the top 3 most important elements when a consumer makes their purchase for the little ones. This has not changed, and we believe this will continue for some time here in China.

4-What will be the changes in the trends of the sector in the coming period?

Brands tend to focus on B2C sales channels for the moment, trying to sell off their goods as much as possible, consider the fact that “Cash is King”, especially in- bad times like this. However, we believe the offline sales channel will slowly reestablish in early Q1 2021, for now, the majority of the focus will be online at least until the end of 2020.

5- What messages would you like to give to TURKEY as CBME China?

 Be Positive and Stay Safe, after a storm comes a calm, things will get better and better.

6-What’s new could be expected at CBME China 2020 this year?

“CBME Online Business Matching Platform” will be launched to all trade buyers and our exhibitors from the child, baby, and maternity industry for free, which aims to connect the exhibitors and buyers with intelligent business matching services from online to offline regardless of physical restriction and time limit.Get more information about CBME China and their new digital initiatives via


Especially, retailers and shopkeepers are curious about how sales strategies should be in the new normal period that started after the pandemic. In order to inform you about this issue, we will offer suggestions that will shape your sales strategies, enable you to market your products effectively, and share new sales trends.

With the coronavirus period, the mother, baby, and children’s products industry also changed. With this change, both the in-store experience, product preferences, and, buying habits of consumers and decision-makers have become different. We recommend you to take a look at the strategies we have compiled to adapt to these differentiating behaviors.

The effect of the physical and social distance field has changed not only people's habits but also their mental structures. For this reason, you should consider these changes in the products you will offer. 

For example, it seems that during the pandemic period, adaptable children's clothing products are preferred more. When it comes to adaptable designs, the first products that come to mind are; items that can be attached or removed from accessories such as hats, pockets, can be used as a long or short sleeve through a button or zipper and can be made thick or thin by putting on and off the vest. The most preferred reason for these products is their ability to adapt to different conditions and suitability for long-term use. If you can adapt your products, produce them in an innovative and functional way and market them, you can get an advantage in the new term marketing as well.

Suggestions for Stores

In the first place, it is very important to make your store comply with social distance rules, put disinfectant stations at necessary points, tell your employees that they should be masked, make them adjust to these hygiene rules, and provide training on details. Because nowadays being reliable and clean comes first. You can then develop new strategies to attract your target audience. For example, you can create special marketing days by offering treats, discounts, gifts for your organization, anniversary, or any kind of oxidation. During these dates, the circulation of your store will be higher. Of course, you should announce these days to your target audience through marketing activities and digital channels. One of the most effective ways to do this is e-mail marketing. Prepare an e-mail list of your customers and regularly inform them about brand announcements and important dates.

Another way to attract consumers to your store is to attract their attention to different sensory details. For this, you can use eye-catching lighting, projections, mappings, led screens that give them messages or prepare specific designs. All these adjustments will increase awareness of your brand and provide customers to keep it in their minds. Also, if you can create a sales alternative with touch screens in the store, this makes you even more special in the pandemic process. Another important note for physical sales is to use the open-air areas as much as possible. For example, if there is an area where you can sell outdoors in front of or around your store or outdoor activities where you can participate with your products, make sure you evaluate it. This will make your consumers more comfortable while examining your products.

Suggestions for Social Marketing

Since sensitivity and the desire to act together are trending these days, you can use it to turn into an advantage. How so? With the idea of power comes from unity, you can contact with other brands and organizations that you are connected and create joint projects or social responsibility campaigns with them... Including your connections by choosing the one that is suitable for your brand identity from sustained issues such as sustainability, helping animals, a cleaner world, women's rights, it will both create sympathy for your brand and add value to your marketing and sales activities.

You may stay away from your customer portfolio as the marketing and sales activities in many sectors have stalled during the pandemic process. Remember, tight ties always win. Although communication through e-mail provides considerable awareness, one-to-one communication has more benefits. For this reason, we suggest you call your customers whom you have not heard or communicated for a long time in this process and ask after them.

Suggestions for Digital Marketing

Another strategy that will affect your sales is advertisement planning. Many brands pursue a strategy of retreating to a safer area by reducing advertising budgets in such cases. So who comes to the fore in the industry? Of course, those who continue to market their products by synchronizing their advertising activities to the agenda and trends. For this reason, it would be wise to increase your marketing activities, especially these days while everyone is using the internet and social media.

 If you are using online sales channels, you should organize product promotion details such as text and images on your site according to the trends that started with the pandemic process and you should consider the changing customer experience habits. We also recommend using online support integrations or chat robots to enable users who visit your site to quickly solve their problems and find the products they are looking for. In this way, you can both increase customer satisfaction and save time.

If you consider these suggestions, you can better manage the process. By attending CBME Turkey,the leading exhibition of the sector, which will be held on 13-16 January 2021 at the İstanbul Expo Center, you can not only meet target visitors from different regions but also present your products in an atmosphere in which every sense of export, capacity and the quality of power is represented. To take advantage of this huge market potential, you can reserve your stand here.

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Subscribe to CBME Turkey's monthly "Trend Newsletter" to always stay up-to-date with news and trends in baby & children products sector.


Trend Newsletter #4 - August

  • The Featured Color of the Month: "Olive Oil"
  • The Featured Brands of the Month: "Vitmo Baby" & "Elsima"
  • How to Use Colors ın the Denim and Young Wear Market
  • Sustainability; Wear It, Love It, Hand It Down
  • Sectoral Interview of the Month: BAGIDER's President Mr. Tunc Karaaslan
  • 20/21 Autumn-Winter Collection of Elsima Kids is Available Now

Click Here to Read >