Is Generation Alpha the new fashion influencer?

Generation Alpha is the 'next next' generation: born between born 2010 and 2024, they are tablet-trained before they are toilet-trained, and the first generation fully born into the 21st century, according to a report compiled by WGSN.

Like many generational studies and theories, Generation Alpha's attributes and characteristics will evolve as the group gets older, however it hasn't stopped forecasters and marketers providing initial predictions of the generation's values, identities and lifestyles, including buying habits as an emerging group of consumers.

Generation Alpha, like Generation Z, is already creating its own aesthetic, and is perhaps the most fashion-conscious generation to date. We can already gather intelligence on such a young group by analysing some key areas, starting with the demographics, which gives certain forward forecasts.

Children today dress as mini-adults

“If before little girls and boys were more into the frilly-frocky cuts or the Disney-inspired cartoon character patterns, today the taste has evolved,” says Ambika Zutshi, CEO of Fashionbii. “Today, kids are more inclined to dress up as their favourite adults. It could be their parents, elder stylish cousins or celebrities... in other words, they demand a mini version of the adult clothing."

Childrenswear is booming on both sides of the Atlantic. In the US the kidswear market is estimated to have reached 156.8 billion dollars last year alone, and the UK childrenswear market is expected to reach 8.5 billion dollars by 2017.

Designers including Karl Lagerfeld and Balmain are capitalising on this growing market, releasing luxury children's collections that are similar to the adult collections. “When you see the Balmain children’s pieces, you can see the references that are actually part of the Balmain women’s and men’s wardrobes," Olivier Rousteing tells Vogue.

Toddlers are seen front row at fashion weeks

Generation Alpha are fashion influencers; babies and toddlers are now front-row at fashion weeks, are snapped by street-style photographers and have parent-run Instagram accounts featuring their #outfitoftheday. It's likely that brands will soon begin treating them as influencers and create targeted campaigns to gain lifelong customers.

Zutshi notes: "Kids today are much more exposed than ever: to the media, surroundings, celebrity news, kid's influencers on Instagram, etc, that they do demand a say in their styling, as well as desire to dress like their favourite celebrity. Hence, if the brands go about satisfying this need, they have a chance to win big."