How These Instagram Baby Clothes Brands Became Collectibles
This persuasive marketing can have a snowball effect. If you love Kyte Baby and the latest drop includes pink floral print pajamas, you might be tempted to buy it in newborn size even if you don’t have a newborn anymore, since you only have one. only one chance to buy it.
When Dharini Shukla, a 32-year-old woman living in the Bay Area, was pregnant with her son in 2020, she researched bamboo clothing brands and was later inundated with Instagram ads for Kyte Baby. Now it’s all her son, who was born in June 2020, who is sleeping. Shukla raves about the high quality of the clothes, saying she feels good dressing her son in “good fabric”.
The collection she has already bought for a future second child includes a rainbow swaddle, a “going home” outfit and two hats, one from the girls’ line and one from the boys’ line, which she said she would not like. to be able to resist. She estimates she spent over $3,500 on over 100 items from Kyte Baby.
“Quality makes me buy basics on a recurring basis,” she said. “But their limited-edition drops get me hooked every time.”
In Facebook groups and pages of different baby brands, women show their “transports” of dozens or hundreds of items. These communities were created and are still run by the brands themselves to nurture their fandoms, such as Kyte Baby’s “Kyte Klub” and Kate Quinn’s “VIP” group, which provide members with “inside information” and previews of upcoming creations.
For businesses, Facebook groups have been a boon. Willow Harville of Kyte Baby described the groups as free, organic marketing. A group member will post a photo of their baby in a certain outfit and this will boost sales as people see how cute the baby is and want the outfit for themselves. It’s basically sales driven by FOMO.
“There is a thread posted each launch day,” Harville explained. “And then you see what everyone else has marked, and now you’re a little more scared of missing something. Then once their orders start coming in, you see how cute it is on their baby. And so if you’ve decided you don’t want it, you go back and want it again.
These spaces function as both a fan club, a support group, and a safe space where women can connect with other like-minded women. They discuss how to fund their growing collections, with one woman in a group for Little Sleepies saying the benefit of getting a new job is that she can now buy more items. Some women discuss incorporating Little Sleepies purchases into their household budget, listing their “LS bill” alongside their water and electricity bills. In Kate Quinn’s VIP group, a woman said she was surreptitiously adding $100 a month to her “food budget” which would actually go towards more Kate Quinn.
In group discussions, many husbands of wives come across as one-dimensional characters who most often serve as a foil to their obsessions. Husbands rarely seem to understand their wives’ insistence on spending hundreds or thousands of dollars on baby items, and often pale at the expense. Some become furious when they see the credit card bill or accidentally look at a receipt (although others just laugh). They often fail to recognize the importance of the collection or how serious it is to lose a coveted Ryan and Rose pacifier. The women discuss how to hide boxes appearing on their doorsteps and suggest ways to sneakily incorporate new items into what they already own. Some wives shared how they would remove the tags and immediately put the new items in the closet, so their husbands wouldn’t know they were new.