'Family Look' Becoming PopularAdult clothes with 'boys' or 'kids' labels have recently been popping up in children's clothing departments all over Korea. This is not a labelling mistake, however; it is a sign of the rising popularity of the so-called 'family look.'
In 'family look' clothing lines, sizes vary but design and color remain the same for both adults' and children's clothing. There are even clothing sets made specifically for mother and child.
This trend is a result of children growing more rapidly than ever before. To keep up with this growth trend, clothing brands have begun providing extra large sizes for children over 170 cm in height. Since parents tend to buy clothes for themselves at the shop where they buy their children's clothing, providing clothes for both parents and children just makes good business sense.
'Family look' merchandise is most often found in stores' children's departments which are trying to set themselves apart from other children's clothes sellers. Brandnames such as Missoni Kids, Benetton 201, and Moskino Kids have broadened their customer base by introducing kids' clothes in adults' sizes.
Jin Kum-rak, in charge of the childrens' clothes department at the Gallaria Department Store, stated, "Our main customer base primarily comprises a new generation of housewives who place great emphasis on the family."
by Pyo Jae-yong