The interest for children´s clothing has increased in society. More and more children are born and parents are older when they have children. Education has become a natural feature in most people´s life, just as both parents often work today. The households have therefore better economy and thus greater consumption opportunities. Parents are, in greater extent, looking for personal and different clothing with focus on quality and, to some extent, exclusivity rather than just a cheap and functional garment. The buy is often linked to issues of image, identity and meaning, but can also be seen as an increased interest in exciting and unusual pieces.

These current consumption patterns have led to new opportunities for companies selling children´s clothing. More and more companies are looking to the industry in hopes of reaching the high- consumption parents, and the business area automatically becomes too crowded. Together with low-cost giants and famous brands, small businesses try to survive on this competitive market. These smaller firms have difficulties competing with a famous brand or with a low price. They have relatively limited resources, high costs and are struggling with an initial fair unknown brand. They therefore need to charge a higher price to get by, and thus it becomes important to these smaller firms to attract customers by other means.

This type of problem is what I intended to examine in my essay. I have come to the conclusion that it is important for smaller companies to differentiate themselves from their surroundings and offer a unique range that no one else has, with good quality as the primary. It is also important to focus on its customers and establish long term relationships with them in order to create a loyal clientele and therefore increase the chances of achieving profitability on the market.