Buyers Select takes you behind the scenes of your favorite stores to meet the people who choose what children will be wearing, explain the most exciting trends, talk about their market and the increasing interaction between physical and digital. Plus, they offer some suggestions about brands and companies.
Harvey Nichols Doha is a luxury destination for Qatar and international tourism, inaugurated by the British luxury retailer in collaboration with Saleh Al Hamad Al Mana Group of Companies. Within the Doha Festival City, the store is spread over three levels for a total of 11,000 square meters, offering an exclusive selection of womenswear, menswear, accessories, kidswear, beauty, and homeware with an offer of more than 700 brands. Senior buyer Daniele Basilico talks to us about the children's universe, which boasts an entire dedicated floor, emphasizing excellence in terms of product and research and emotionally powerful storytelling. As well as stressing the importance of authentic sustainability.
What are Harvey Nichols Doha customers looking for today?
Our customers are constantly looking for exclusivity and excellence, a luxury experience capable of transmitting emotions, and offering the latest products. We have recently introduced the new kids' collections of established designers such as Zimmermann and Self-Portrait, with excellent results. Every season we introduce concepts with stories to tell, and we love to discover niche realities – both international and local Qatari designers – and give them visibility through our space.
What are the most exciting kidswear trends?
Globally, sustainability and gender-neutral approaches prevail. In our market, awareness about environmental impact is increasing, and, in terms of products, organic and bio materials are in demand, especially for newborns. The customer knows there is a fine line between genuinely sustainable brands and greenwashing and asks to be informed and reassured. In terms of fashion trends, the mini-me or, in any case, the purchase of similar outfits for adults and children is always very popular. More frequently for girls, with brands like Self-Portrait, Sophia Webster, and Copurs, but also boys with Stone Island and Vision of Super or the next new entries Eleventy and Amiri. "Princess" style, couture dresses with beautiful details and finishes are also always in demand to participate in the events that have fortunately resumed with the post-Covid reopening.
What would you like to see more of and what do you think is lacking in contemporary childrenswear?
I would appreciate it if the big names would move away from the safe but predictable total logo and maxi logo trends, which are still very present in kidswear. Also, I would like more investments in the search for greater sustainability along the entire supply chain. Plus, emerging brands and realities should increasingly focus on emotional storytelling because it really makes a difference, especially in kidswear.
How is the online business evolving?
Obviously, Covid has accelerated omnichannel development for us too, which has allowed us to safely navigate the difficult months of the pandemic. We are working on our own e-commerce project that will launch in 2022, even if we have been adding the digital experience to in-store sales for some time, interacting in real-time with customers via SMS and WhatsApp. Our personal shoppers offer tailor-made proposals, guaranteeing a preview of the collections ahead of a visit to the store, with the possibility of finalizing online purchases and deliveries within Doha in 24/48 hours.
What are you hoping to find at Pitti Bimbo this year?
I have no doubts about the genius and creativity of the brands at Pitti [Bimbo]. I hope to find a functioning and fair supply chain, considering the current difficulties in sourcing raw materials and their price fluctuations and the outstanding efforts required of companies and workers.
What, in your view, makes the Pitti experience special?
It is not only the excellent brand selection that makes Pitti special, but everything surrounding it: an Italy that guarantees an event of this magnitude in compliance with high health standards, the breathtaking beauty of Florence. And, above all, the exceptional human value of the professionals who work on this project, welcoming buyers from all over the world and cultivating significant relationships and business opportunities.
