Millennial parents want more for their kids. Find out what it is
dubai — Millennial parents in the UAE today are extremely well-informed about the latest fashion trends and want nothing but the best when it comes to shopping for their child’s clothes, experts at Babyshop have said.
Speaking on the importance of the millennial shopper demographic in the UAE and in the region, Vinod Talreja, CEO of Babyshop, noted that millennial parents almost always do their research before deciding on a purchase.
“Millennial parents today are very demanding and very knowledgeable on the latest trends and fashions. They want to give their kids the very best, and they do their research and homework before they even come into our stores. They know what are the latest global trends and what are the latest international fashions,” he revealed.
He added: “The pressure is on us to see if we are really meeting their expectations, because millennial parents are very trendy. They are reflecting their own personalities when they dress up their kids; it’s not enough that they look good, but that their children should also look fashionable.”
To cater to the growing demand of millennial parents, Babyshop recently launched a new brand identity called ‘It’s your Style,’ which aims to elevate Babyshop’s relevance among its millennial consumers.
“Every two years, we go back to our loyal customers and we ask them what they are looking for in the market. The first thing that the majority of millennial parents told us about was quality; they want the very best quality of clothes for their children. Next comes fashionability and then comes price,” said Talreja.
“We have been very fortunate for the past four decades,” he added. “We have been an evolving brand and every few years we have done something new or different and met our customers’ expectations. We want them to know that this is their brand and that everything we do is to meet their needs.”
One key element in the brand’s evolution has been its push towards the e-commerce scene. Ruban Shanmugarajah, general manager of Babyshop UAE, spoke about the brand’s online shopping portal, Babyshopstores, and its success with consumers.
“One of our biggest successes was launching our online shopping portal. This was extremely wellreceived by our customers and is part of our strategy of providing parents with the convenience of shopping at home. We launched the e-commerce site in November last year,” he said.
Before, the brand’s products were listed on the Centrepoint online shopping portal, he informed. Now, with the launch of the Babyshopstores portal, the brand is present on two e-commerce platforms.
“The new portal compliments our product offerings in the stores,” Shanmugarajah said. “Also, there are a lot of items and collections
Millennial parents today are very demanding and very knowledgeable on the latest trends and fashions Vinod Talreja, CEO of Babyshop
The new portal compliments our product offerings in the stores Ruban Shanmugarajah, General manager of Babyshop UAE
that are exclusively available on the online portal. Our push in the ecommerce space ties in with what we are as a brand — we want to be known as the brand that listens to its customers and evolves with them and their needs.”