Burberry $750 Kids' Trench Coats Turn Playgrounds to Runways
When it comes to dressing her three children, no label is out of reach for Loretta Lazar, a full- time mother in Paris.
Sophia, 10, Noah, 2, and newborn Katarina have a wardrobe full of designer gear, said Lazar. “They don’t wear Gucci or Dior every day,” she said. “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, are targeting status-conscious parents with $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.
“There is excellent potential for children’s wear across retail and wholesale channels, including e-commerce where sales are particularly strong,” Ahrendts said.
Sales of children’s designer coats and jackets may grow 12 percent to $4.13 billion this year, according to Euromonitor International Plc. That’s more than three times as fast as sales of men’s and women’s luxury outerwear in 2010. By 2015, the kids’ high-end coat and jacket market may swell to $8.6 billion, Euromonitor predicts.
Sales of children’s designer coats and jackets climbed 13 percent to $3.69 billion from 2007 to 2009, Euromonitor estimates. That compares with a 10 percent sales decline overall in the 153 billion-euro ($197 billion) luxury-goods market in the period as some consumers curbed spending during the global recession, according to consulting firm Bain & Co.
Part of the appeal is price, according to Lazar.
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.
Gucci will introduce clothes, small leather goods, footwear, jewelry, sunglasses and blankets for kids under 8 for spring 2011.
“We are increasingly convinced that our brand has the reputation, authority and the adaptability to be successful in a variety of areas,” Gucci CEO Patrizio di Marco said in an e- mailed response to questions. The collection, made exclusively in Italy, goes on sale in November. Gucci declined to give retail prices.
Celebrity culture and status-seeking are driving the growth, according to Fflur Roberts, Euromonitor’s luxury-goods research manager.
Suri Cruise, the 4-year-old daughter of actors Tom Cruise and Katie Holmes, has been photographed wearing a Burberry fur- trimmed parka and beige velveteen coat lined with the brand’s signature plaid.
At the same time, dressing their kids in designer gear is a guilt-free way for fashion-focused parents to indulge their own penchant for following trends, Roberts said. “It makes them feel good,” she said.
“Parents increasingly see their children as a reflection of themselves so they want to make sure they look good and are in the latest things,” said Sarah Peters, senior retail analyst at Verdict Research, a part of the Datamonitor Group.
Pets are also getting a designer makeover as people without children look for a substitute to spoil and another way of showing off their status, according to Euromonitor’s Roberts.
“There’s been a huge increase in spending on designer pet clothing and accessories,” Roberts said.
Sales of pet goods such as leashes with logos, so-called doggy bags for carrying pooches, vests and blankets almost doubled to $1.73 billion between 2004 and 2008, Euromonitor estimates. After stagnating last year, spending on the category may rise 4.3 percent to $1.8 billion in 2010 and surge to $9.14 billion by 2014, the researcher predicts.
“Their owners won’t feel so bad about it because it’s not for them,” Roberts said. “The guilt aspect is taken away if it’s for their children or pets.”
A Louis Vuitton monogram canvas “Baxter” dog carrier costs 1,050 euros, according to London-based spokesman Richard Pickard.
Gucci’s dog bag costs $1,430, while a medium dog leash by the Italian fashion house costs $450, according to its website.
Lazar, 40, doesn’t have a dog. Some of her American and Asian friends do.
“Let’s put it this way,” she said. “If the dog is wearing Gucci, the kids aren’t wearing Gap.”
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