Debenhams Reveals the Price of Youth

Debenhams has released new research that reveals parents are spending thousands on kitting their infants out in the latest designer labels.

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Anxious parents, eager to help their infants make a good impression on their first day at nursery school are even spending up to £600 on their start-of-term outfits.

The alarming figure is more than three times greater than the average job applicant spends on clothes for crucial interviews, and twelve times greater than the amount spent on senior school uniforms.

The survey showed that girls receive more costly outfits – and more of them – with mothers splashing out on average twice as much on daughters when compared to sons.

Michelle Dowdall at Debenhams said: “The competition to see who is wearing the best outfit can be just as fierce at the nursery school gate as on any high fashion catwalk.

“Dropping a child off at a nursery for the very first time can be a heart wrenching experience for every mother – and they want to know that their children are looking their best.”

The trend echoes celeb mothers such as Katie Holmes and Rachel Zoe, who readily admit to kitting their infants out in Hermes, Gucci and Missoni on a daily basis.

Michelle Dowdall continued: “There’s no need to layer our kids in luxury costing thousands of pounds – kids will be kids and clothes in the playground should be functional over all else.

“Nevertheless, we’re seeing the rise of a new generation of youngsters who are dressed to be Princes and Princesses of the playground.”

This translates directly onto the High Street. Debenhams first spotted the trend as sales of kids designer clothes rose in line with ‘back to school’ traditional uniforms, as savvy parents snap up designer labels such as Matthew Williamson and Julien Macdonald at a fraction of the price for their child’s first day at nursery.

Popular items include pinstripe suits – mini versions of those worn in the City – favoured by boys as young as four, while waistcoats and ties worn over white flounced shirts come a close second.

Fairytale dresses are very popular for girls, as are sophisticated tulip dresses and sequinned tiered girls dresses worn
with ivory faux fur shrugs.

“Children’s clothes which, in the past, would only have been worn to weddings and formal occasions are now seen as essential for that first day in nursery school,” Michelle Dowdall concluded.

Via EPR Network
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Debenhams, High Street Fashion Retailer, Reveals British Parents Blow A Week’s Salary On Updating Their Child’s Wardrobe Each Season

The research figures show that parents spend on average £357 per season on updating their child’s wardrobe for school and recreation. This figure jumps to £427 for girls, and it’s the likes of celebrity ‘mini-mes’ such as Suri Cruise that are pushing this trend, as Miss Cruise herself reportedly has a wardrobe worth over $3 million.

In the online poll of 1,500 parents, Mums and Dads confessed to buying an average of 7 new girls dresses and 5 pairs of new shoes for their daughters per season, while little boys were treated to an average of 10 new t-shirts and 5 pairs of jeans in the latest style.

Parents admitted to splashing out on trend-led mini fashion items such as jeggings and blazers for girls to keep their tots in style, whilst 74% of Dads said they would buy their son their football team’s latest strip twice a year, plus the national England kit in between.

Debenhams has attributed this spend to the rise and rise of celeb kids sporting the latest catwalk fashions, or the ‘Suri Cruise Effect’.

Parents were asked to vote for the celebrity kids whose style they admired. Tots who came out on top included Sunday-Rose Urban, Shiloh Jolie-Pitt, Kingston Rossdale, Violet Affleck, Harlow Richie-Madden and the Beckham boys Brooklyn, Romeo and Cruz. However, the clear winner in the style stakes was Suri Cruise, who received over 50% of votes.

In the survey, 63% of parents said they didn’t need a reason such as a birthday party to buy their son or daughter a new outfit, and 45% shopped for new clothes for their child at least once a fortnight.

Over half of parents who were shopping for their daughters said they would consider fashion as important as functionality in picking new outfits.

In contrast to when their generation was growing up, 57% of parents said they wouldn’t dress their children in hand-me-downs from older brothers or sisters if they could afford new clothes.

Kate Liszka, Director of Childrenswear Buying at Debenhams commented: “Us Brits are somewhat famed for our competitive neighbourly streak, or for ‘keeping up with the Jones’s’. Now it seems that top of the British agenda where our kids are concerned is keeping up with the Cruises.”

Via EPR Network
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Storewide Clearance Sale on Children’s Clothes At Naartjie Kids

Naartjie Kids, the original name in fun clothing sizes 0 – 10, announced today, it’s storewide clearance sale featuring up to 60% off selected fall fashions for boys, girls and infants. The clearance sale begins today, and is good on items purchased in-store and online. Choose f r o m a variety of styles f r o m Naartjie Kids’ Fall collections. In addition, shoppers will receive an additional 30% off girls’ velour fashions including dresses, pants and coats, f r o m November 19-25.

“Little ones are constantly growing and outgrowing their clothes, so kids clothing is always a natural for holiday shopping lists and gift giving,” said Joe Norwood, director of marketing, Naartjie USA. “This year, Naartjie Kids helps holiday shoppers with find great fashions at unbeatable prices, during our storewide clearance sale. Our promotion on girls’ velour fashions make great holiday ensembles that are stylish without the spendy price tag.”

The Naartjie Kids fall styles are on clearance during the pre-Thanksgiving shopping season and feature easy-to-wear and maintain styles in kids, baby girl and baby boy clothes. The girls’ velour collection features girls dresses and optional matching Mommy Tunics that make wonderful ensembles for holiday parties and photo shoots. (Mommy Tunics are not discounted during the Velour promotion.)

Naartjie Kids’ designs, colors, prints, and styles represent a truly unique synthesis of European fashion trends with western casual lifestyle. Featuring a dominant focus on natural fabrics that are garment-dyed, pre-washed and pre-shrunk for easy wear, low maintenance and comfort, Naartjie Kids uses a garment dye process that results in a more vibrant color and softer clothing and accessories for precious little ones.

The ultimate in mix and match, Naartjie Kids introduces new colors, prints and styles within a grouping to allow customers to mix and match across the entire assortment. In addition, shoppers can mix and match between Naartjie Kids seasonal collections, which showcase the freshest and broadest color assortment in the industry, distinctive detailing, mixing of fabrics, appliqués and embroidery details. Always “Kid-Friendly” design concepts made primarily of natural fabrics that feature weight-right fabrications for maximum comfort and easy care. Each item is designed and constructed for easy-wear comfort, whether the garment is dressed up or dressed down.

Via EPR Network
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Celebrate The Holidays With Festive Styles For Children

Naartjie Kids, the original name in fun clothing sizes 0 – 10, introduces its much anticipated 2009 Holiday Collection, The new styles arrive just in time for gift-giving, holiday parties and family photos. These fashionable designs are created with beauty and comfort in mind, and work equally well with Holiday Essentials or the Winter Collection.

“The holiday season is a magical time for all and especially for kids, who dream of their favorite gifts and warm up with hot chocolate on a cold winter night,” said Joe Norwood, director of marketing, Naartjie USA. “Naartjie Kids’ Holiday Collection is unmistakably festive, yet comfortable, practical and easy-to-wear or mix and match for this busy time of year.”

Inspired by the forest and its wonders, Naartjie girls’ holiday pieces feature playful Leafland floral and reverse mini floral prints, netting and sparkles. Pants, leggings, skirts and sweaters warm up the winter holidays and provide the perfect layering pieces that the season calls for. From lace-trimmed jeans to floral print velour tunics and netting and lawn trimmed long girls dresses, the look this season is fun, feminine and always charming. Winter Essentials and pajamas in the Holiday Collection motif also are available.

The Holiday Collection for boys includes themes from motor sports, featuring pops of neon, motor sport checker prints and speed bump stripes to get him into the race. Bright shades add a bold, electrifying statement to the season and keep the party going. Whether it’s ‘pedal power” for baby boys, or “green cars a go-go” for kid boys, this group sets up your any boy for the winter season in warm layering pieces and great pops of color.

Baby boy clothes from the Holiday Collection include characters like No-ni-mal, a mythical non-animal who only likes to eat ice and play. Embroidered appliqué creatures and fluffy fur add texture to this adorable line. Delicate baby birds, bunnies and flowers adorn our sweet newborn girls’ Holiday fashions. Beautiful shades of fragrant, china and orchid color the palette for the season. Lush velour and touches of soft netting are added to warm fleece for the perfect clothing for cold winter days.

Via EPR Network
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Bundle Up With Columbus Day Savings Of 25% Off All Sweaters And Outerwear At Naartjie Kids

Naartjie Kids, the original name in fun clothing sizes 0 – 10, introduces its first line of kids sleepwear, just in time for cozy winter nights. In addition, to help keep children toasty, Naartjie Kids Columbus Day Sale, October 8 through October 14, 2009, gives online and in-store shoppers 25 percent off the entire stock of regular price sweaters and outerwear,

“Winter time is full of festivities and part of that includes family traditions like gearing up for cold weather with the addition of a new sweater or coat,” said Joe Norwood, director of marketing, Naartjie USA. “This season, Naartjie Kids introduces a fun, new way to stay warm indoors with the introduction of our new sleepwear line, along with great deals on sweaters and outerwear.”

Bedtime has never been more fun than with Naartjie Kids new sleepwear collection that includes one-piece footed or two piece styles. The children’s pajamas fit infants and toddlers from 3 months to 10 years . They come in a variety of color palettes and the styles reflect Naartjie Kids’ current Winter Collection that includes Spot & Woody and Clover & Kitty themes in two-piece garments for girls, and Spot & Birdy two-piece pajamas for boys.

The Winter Collection is inspired by Spots and natural Woody prints for both girls and baby girl clothes and include velour pieces such as dresses and tunics. Infused with the textures of winter such as velour and soft cotton, “Over the River and Through the Woods” is the girls theme that features pieces pretty enough for holiday photos yet comfortable enough to fall asleep in on the drive home from Grandma’s house. A ‘first’ for Naartjie includes a matching Mommy tunics and girls dresses — the perfect ensemble for holiday photos and winter parties.

For boys, the Winter Collection features Antarctic explorers, maps, GPS guidance, faux fur trims and fluffy textures. Wintry hues such as explorer green/creek and dazzle/Antarctic fat stripes accented in wintry hues such as explorer green and creek, and dazzle and Antarctic liven up the season in stylish pants, sweaters and shirts.

Naartjie Kids’ designs, colors, prints, and styles represent a truly unique synthesis of European fashion trends with western casual lifestyle. Featuring a dominant focus on natural fabrics that are garment-dyed, pre-washed and pre-shrunk for easy wear, low maintenance and comfort, Naartjie Kids uses a garment dye process that results in a more vibrant color and softer clothing and accessories for precious little ones.

The ultimate in mix and match, Naartjie Kids introduces new colors, prints and styles within a grouping to allow customers to mix and match across the entire assortment. In addition, shoppers can mix and match between Naartjie Kids seasonal collections, which showcase the freshest and broadest color assortment in the industry, distinctive detailing, mixing of fabrics, appliqués and embroidery details. Always “Kid-Friendly” design concepts made primarily of natural fabrics that feature weight-right fabrications for maximum comfort and easy care. Each item is designed and constructed for easy-wear comfort, whether the garment is dressed up or dressed down.

Via EPR Network
More Retail press releases