Children outgrow clothing every 3-6 months. If your email programme does not remind parents when it is time to size up, they will buy the next size from whoever does.

Kids clothing has a built-in repurchase cycle that most brands completely ignore in their email strategy. Children grow. Predictably. A child wearing 3T clothing today will need 4T in 3-6 months. A parent who bought newborn onesies needs 3-month sizes in about 8 weeks.

This is the most reliable replenishment opportunity in eCommerce — more predictable than coffee, more frequent than skincare, and more emotionally motivated than any other category. Parents want their kids in clothes that fit. They will buy from whoever makes it easy and reminds them at the right time.

We build email programmes for kids clothing brands around the growth cycle. At purchase, we capture the child age or size. Automated flows trigger size-up reminders based on average growth rates. Seasonal wardrobe campaigns land before each new season. Back-to-school, holiday outfits, and spring wardrobes all get planned campaigns timed to when parents actually shop.