$750 Burberry Kid’s Trench Coat Turns The Playground Into A Runway
It’s not always the children who want to be fashionable in the playground, in fact it’s almost always the parents who are looking into more and more fashionable clothing for their kids. Bloomberg recently reported that when it comes to dressing her three children, no label is out of reach for Loretta Lazar, a full- time mother in Paris.
Lazar’s children Sophia, 10 and Noah, 2 have a wardrobe full of designer gear and states “They don’t wear Gucci or Dior every day,” and goes on to add “But I want my kids to look nice.”
Gucci, the Italian brand owned by Paris-based PPR SA, and Burberry Group Plc, the U.K.’s largest luxury retailer have already spotted the gap in the market and are targeting status conscious parents with their children’s range including luxury items such as $340 fur-lined suede infant boots, a $375 baby cashmere outfit and a girl’s double- breasted gabardine trench coat retailing for $750.
Children’s wear accounted for 5 percent of Burberry’s 1.28 billion-pound ($2 billion) sales last year and may double to 10 percent “over time” as the company adds to its eight standalone children’s stores, Chief Executive Officer Angela Ahrendts said.
She adds “There is excellent potential for children’s wear across retail and wholesale channels, including e-commerce where sales are particularly strong,”
With Euromonitor estimating that sales of children’s designer coats and jackets climbed 13 percent to $3.69 billion from 2007 to 2009 we learn from Loretta Lazar that part of the appeal of the designer clothing is actually the price itself. Christian Dior SA’s children’s wear “isn’t the same price as adult Dior,” Lazar said. “You can get an outfit for 200 euros whereas for adults you can barely get a T-shirt” for that amount.
Celebrity culture also plays a big part in the increased popularity of designer clothing for children. With Suri Cruise, The Beckham Children and other celebrity children all constantly in the spotlight for their (or rather their parents) fashion sense.
What do you think? Do you dress your children in designer clothing and do you think it’s important? We’d love to hear your thoughts!
Source: Bloomberg, image courtesy of Burberry.