'Kidults' Trend Drives Popularity for Character Collaboration in Fashion Industry
Creatrip Team
a year ago
The 'kidult' trend, where adults seek childlike experiences, is spreading and leading to increased popularity for character collaboration products in the fashion industry. SPAO, a Korean SPA (Specialty store retailer of Private label Apparel) brand, launched products in collaboration with famous character IPs like Sanrio and 'Ensemble Stars', resulting in significant sales growth. The Pajama line saw a remarkable boost, growing 14 times in sales compared to five years ago. Other brands like LF Hazzys and Samsung C&T's 8Seconds have also participated in character collaborations with famous IPs such as Peanuts' Snoopy, Disney's Winnie the Pooh, and Everland's Bao Family, attracting both enthusiasts and broader demographics with their cute designs.
