New fashion catalogue targets haredi children

Kiddie Chic, the children’s clothing chain and leaders in marketing to the ultra-Orthodox sector in Israel have brought about a mini-revolution by issuing a new fashion catalogue for girls and boys.

While fashion catalogues are a familiar commercial item, this is the first to be aimed at the haredi public and constitutes a milestone in the advertising world to the ultra-Orthodox sector.

The new catalog, which has been snapped up in the community, does not contain immodest pictures or older models. Only young children appear in the catalogue modeling various items of clothing produced by the company.

In ultra-religious society, emphasis is not placed on external beauty, and therefore the catalogue is used not only as a commercial means, but also as an educational means. The catalogue, titled, “A Year of Good Deeds” features children in various situations carrying out good deeds for the New Year. For example, children can be seen crossing the road with care, being punctual and taking care of their younger brothers and sisters.

According to Miri Sherason, general manager of the company, “Kiddie Chic is in almost every home in the community, and therefore the catalogue has been created with the coming holidays in mind accompanied by a positive message for children.”

Published with permission of The Israel Export and International Cooperation Institute