Home / Knowledge / News / Apparel/Garments / Mums trying to outdo each other at the school gate, Debenhams
Mums trying to outdo each other at the school gate, Debenhams
29
Mar '11
Debenhams has revealed that a new breed of fashion conscious mums in Ireland is fast turning the school run into a catwalk competition as they vie to outdo each other at the school gates.

Usually obsessing about how well the apple of their eye is performing at school, many mums are now turning their attention to themselves to ensure that they get top marks in the fashion class.

The trend was revealed when Debenhams research team asked Irish female customers what they wore on the school run.

Over 60% of women admitted to feeling pressurised to compete in the fashion stakes thanks to ever increasing numbers of yummy mummies in the press.

Staggeringly, some women (37%) were managing to get their children dressed and 'doll themselves up to the nines' before dropping the kids off and returning home to change into more child friendly outfits.

To compete in the style stakes 52% of women admitted to taking tips from celebrity super mums like Elle Macpherson and Claudia Schiffer - using them as a benchmark of how it should be done.

"We were staggered with the findings," said Debenhams, Karen Nason. "It seems for many being a model mum isn't just about debating whether nurture or nature is the best approach to childrearing. Now modern mothers, it seems, have the added pressure about what women's clothes you wear at the school gate as well. "

The majority of women (79%) said they wouldn't be seen dead in their track suits on the school run, 88% said they would never turn up without make up on and 57% agreed that runners or Uggs are not appropriate footwear.

When asked how much time they spend getting themselves ready for the school run each day, women revealed the average time spent to be 1hr 15minutes, split between the morning and afternoon runs.

Mascara and lip gloss are viewed as the absolute minimum when it comes to facing other mums at 8am, with 91% and 75% of mums respectively stating they won't venture out without it. Under eye concealer and bronzer also help mums feel confident at the gates with 64% and 50% of women using the products regularly on the school run.

Some glamamums (22%) even said that they wore fake tan on the school run, particularly after the mid-term break to suggest an exotic family break.

So worried is Debenhams about the trend that it has briefed all its personal shoppers to ease the burden and offer advice on what it calls transitional clothing that ticks all the boxes but without the stress.

Alain Mehada, Debenhams personal shopper, said: "Our suggestion for mums wanting a chic look whilst maintaining some functionality consists of slim cut or skinny jeans with heeled boots or shoes that can be swapped for flats or pumps, a casual t-shirt or blouse and blazer."

Although competing with glamorous mothers emerged as the number one reason for school run chic, impressing attractive single dads or teachers was also cited as a reason to dress up.

Debenhams Retail plc

Must ReadView All

Apparel/Garments | On 28th May 2017

Over 45% US retailers to use AI in next 3 years: Report

Over 45 per cent retailers in the US plan to utilise artificial...

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Apparel/Garments | On 28th May 2017

Naked Brand, Bendon sign agreement to reorganise

Naked Brand Group, a fashion and lifestyle brand, and Bendon Limited, ...

Interviews View All

Rahul Bhadani
Looksgud

Navigating through catalogues is a bit hasslesome

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Deepak Jain
Baggout

We are using Facebook and Instagram to promote ourselves

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search