Zivame, the intimate wear brand, has launched a children's innerwear category covering ages 4 to 14, extending its portfolio beyond the core women's line. The collection marks the brand's entry into a new consumer segment and centres on a co-design methodology in which children participated in both product development and packaging decisions.

According to the brand, the design process drew direct feedback from young consumers, whose input shaped material considerations, fit preferences and graphic treatments. Finished designs incorporate characters described as popular with the target age group, a merchandising approach common in children's apparel where recognised properties drive pull at the point of sale.

What does the co-design process change for sampling and lead times?

Standard children's apparel development routes a new range through multiple physical sample rounds before commercial production, with fit testing across the full age span a recurring cost driver. Zivame states that children participated directly in the design and packaging process, a workflow that compresses the loop between end consumer and product team. For sourcing professionals tracking the brand, the more relevant question is the extent to which the children's input altered fabric specifications rather than surface design alone.

The brand has not disclosed whether the new range draws on its existing vendor base for women's intimate wear or requires a separate manufacturing partner. Production has not been tied to a named factory, and qualification timelines for any new vendor have not been published.

Why does character licensing matter in this segment?

The launch range features characters described as popular among young consumers, though the brand has not identified the specific properties or licensing partners. Character-led children's apparel carries cost structures tied to licensed property that affect landed unit economics, and Zivame did not disclose unit volumes, launch pricing, or the financial terms of any character agreements attached to the line.

For a brand extending from women's intimate wear into a children's adjacency, the licensing decision shapes both margin and merchandising rhythm. Character-driven ranges typically follow the release calendar of the underlying property, a factor that can shorten the useful selling window of any given graphic before refresh becomes necessary.

What does Zivame gain from the children's segment?

The 4 to 14 age band spans roughly a decade of consumer life, a span in which repeat purchase cycles are short and household purchasing decisions sit with parents rather than the end wearer. For Zivame, the segment offers an adjacent category that uses overlapping sourcing infrastructure without demanding a standalone children's brand at launch.

The brand has not confirmed manufacturing partners, distribution arrangements, or whether the line will sit alongside women's products in existing retail partnerships or under a dedicated sub-brand. Zivame's category entry gives the company a measured route into a new household purchasing decision, with the option to scale further if parental uptake supports continued investment.