Today’s parents are represented mostly by the millennial generation (1981-1996).

This generation presents different characteristics. First, they are more conscious about the social and environmental impact of their consumer behaviors. Second, they like to feel good about their purchases and often value experiences more than material products. Most millennials are technologically savvy and generally enjoy shopping online. This generation places a high value on social proof when evaluating a product or service and appreciates personalization.

Parents decide entirely the items to purchase for the young children (0 – 5). Older children (6-13) begin to influence, and eventually make, such decisions themselves.

Those children belong to the digital native generation (Z) and are used to the Internet of Everything, social media and video entertainment. These elements influence their consumer behavior and differentiate it from their parents’.

This generational shift, both for parents and children, has created the need for new business models that cater to the changing demands and preferences of consumers. At the same time, the innovative business model has to reflect the unique nature of the Kidswear segment and adapt to the different age ranges and their characteristics. 

The Ideathon aims at finding innovative solutions to tackle the challenges of this segment successfully.

Timberland offers Kidswear including both apparel and footwear for Infants (0-1 years), Toddlers (1-5 years), Youth (5-9 years) and Juniors (9-13 years).