Among the high-end brands of Mytheresa Kids, we will find Gucci, Burberry, Dolce e Gabbana, Balmain, Fendi, Marc Jacobs, Chloé, Stella McCartney and Acne Studios, alongside brands specialised in childrenswear like Bonpoint and Tartine et Chocolat, as well as the streetwear label Palm Angels. In a preview, this past November, digital Christmas capsule collections were presented by the brands Gucci and Dolce&Gabbana, thereby laying the groundwork for the official debut in January. The decision of the giant online sales platform to permanently offer collections dedicated to the littlest set is based on the data collected from among consumers and from the feedback of Mytheresa customers, with 40% of them confirming that they also make purchases online for their children. Additionally, as a preliminary test, the site was able to count on the success of the MiniMe pop-up launched in August 2017, which saw fashion brands of great popularity like Gucci, Charlotte Olympia and Aquazzura proposed on the website in sizes for kids. According to Euromonitor International, the global market of childrenswear that is currently worth $160 billion is in full expansion, with a growth rate equal to 6% last year, and is most likely to exceed the adult markets of men’s and women’s fashion in the future.