Debenhams Reveals the Price of Youth
Released on: September 05, 2011, 8:26 am
Debenhams has released new research that reveals parents are
spending thousands on kitting their infants out in the latest designer
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
"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
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.
Debenhams is a leading department stores group with a strong presence in key product
categories including womenswear, menswear, kids clothes, home and health and beauty.
Debenhams is the second largest department store chain in the UK and operates 167
stores in the UK and Republic of Ireland. Debenhams also has 61 international
franchise stores in 24 countries and six Magasin stores in Denmark.
Debenhams' online stores are available at www.debenhams.com and www.debenhams.ie.
Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda
Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry
Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer,
Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew
33 Wigmore Street
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