Home / Knowledge / News / Fashion / Fashion for kids boosted by 'Suri Cruise effect' - Debenhams
Fashion for kids boosted by 'Suri Cruise effect' - Debenhams
29
Mar '10
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"

"The amount of money some parents are willing to spend on kitting out their kids in the latest catwalk fashions would pay for a family holiday - that's why the designer collaborations we have in store are a great way to get that designer wardrobe for a fraction of the price"

Clearly, keeping their kids on trend and in style are important to parents, and Debenhams offers Childrenswear ranges by huge catwalk designers Matthew Williamson, Jasper Conran, John Rocha and Ted Baker for mini-me fashion on the high street.

Debenhams


Must ReadView All

Courtesy: Stone Island

Apparel/Garments | On 25th Jun 2018

Stone Island has mastered ingredient branding: Braind

Italian high-end men's apparel brand Stone Island tops the list of...

Courtesy: Tecnorama

Textiles | On 25th Jun 2018

'Tecnorama automatic dyeing system offers efficiency'

Italy based Tecnorama’s fully-automatic machinery for dispensing...

Courtesy: Lenzing

Textiles | On 25th Jun 2018

Lenzing launches Veocel nonwoven speciality brand

Leading fibre company, the Lenzing Group has unveiled Veocel, the new ...

Interviews View All

Darshan Mehta
Infinium Polychem

We are spending double digit figures on R&D

Smita Murarka
Amanté

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Karel Williams
Dow Microbial Control

'Silvadur is most rapidly adopted in areas where hygiene-conscious and...

Tom Adeyoola

Describing itself as the best body shape and garment fit company in the...

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Riddhi Jain

Conceived in Europe and curated in New Delhi, NeceSera is a...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Iago Castro Asensio
RCfil Distribuciones S.L.

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

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

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

Leave your Comments


June 2018

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

news category


Related Categories:

Advanced Search