Rich toddlers draw fashion designers' eyes Knoxvil

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Rich toddlers draw fashion designers' eyes Knoxville News Sentinel,[link widoczny dla zalogowanych]
Her mother,[link widoczny dla zalogowanych], Dara Sandler, says she dresses her daughter in the latest fashions because Juliet is a reflection of her - even though her daughter can't spell the names of the designers,[link widoczny dla zalogowanych], let alone pay for their clothes.
"I dress my daughter exactly the way I dress myself,[link widoczny dla zalogowanych]," says the 33-year-old Manhattan mother, who spent $10,[link widoczny dla zalogowanych],000 for her daughter's summer wardrobe. She plans to spend a few thousand dollars more for fall.
Top fashion designers are pushing more expensive duds for the increasingly lucrative affluent toddler demographic. This fall,[link widoczny dla zalogowanych], Oscar de la Renta,[link widoczny dla zalogowanych], Dolce Gabbana,[link widoczny dla zalogowanych], and Marni launched collections for the pint-sized. Luxury stores Nordstrom and Bergdorf Goodman are expanding their children's areas to make room for the newcomers,[link widoczny dla zalogowanych], many of them with higher price tags. Late last year, Gucci,[link widoczny dla zalogowanych], which launched a children's collection two years ago,[link widoczny dla zalogowanych], opened its first children's store on Manhattan's Fifth Avenue.
Some designer houses like Oscar de la Renta and Marni say they're careful to keep the clothes appropriate for kids,[link widoczny dla zalogowanych]. But there are plenty of miniature versions of the adult looks that raise eyebrows because of their eye-catching prices and sophisticated styles.
American households are expected to spend an average of $688 outfitting their children for school,[link widoczny dla zalogowanych], says the National Retail Federation, and that includes supplies like pencils and notebooks.
That's most families. Some will spend $795 on Gucci backpacks or $1,[link widoczny dla zalogowanych],090 on leopard print puffy coats from Lanvin.
Sasha Charnin Morrison,[link widoczny dla zalogowanych], fashion director at Us Weekly,[link widoczny dla zalogowanych], admits that some of the clothes are outrageously prices. But, she says, things like $200 Gucci sneakers make her kids happy.
"They're a walking billboard of you. They're a reflection of who you are, so if you are someone highly stylized,[link widoczny dla zalogowanych], then you want to make sure your kids are the best-dressed kids out there,[link widoczny dla zalogowanych]," she says.
Critics say the trend promotes elitism.
"This creates a class system of the haves and have nots,[link widoczny dla zalogowanych]," says Dr. Alan Hilfer,[link widoczny dla zalogowanych], director of psychology at Maimonides Medical Center in New York City. "It creates a culture of envy."
Only five years ago,[link widoczny dla zalogowanych], the high-end children's wear business was dominated by just a few major designers like Ralph Lauren, Burberry and Christian Dior. But the recent influx of others is the latest sign that affluent shoppers have gone back to splurging since the recession. And as the wealthy feel more comfortable about spending again, they increasingly want their kids to reflect themselves.
It's a "mini-me" phenomenon,[link widoczny dla zalogowanych], says Robert Burke,[link widoczny dla zalogowanych], a New York-based fashion consultant. "It feels good. It's like one for me and one for you," he says. The trend isn't limited to Manhattan or Beverly Hills,[link widoczny dla zalogowanych], but is occurring in other big cities like Boston and Chicago, he says. Sales of designer children's wear are also strong in resort areas where retirees who tend to dote on their grandkids live, he says.
Luxury children's sales account for just a fraction, or just over 3 percent, of the $34 billion market, but it's growing faster than the rest of the children's wear and clothing market, according to NPD Group Inc., a research firm. For the past 12 months ended in May,[link widoczny dla zalogowanych], children's wear sales rose 4 percent,[link widoczny dla zalogowanych], with the upscale component up 7 percent, according to NPD's most recent data. That compares with a 3 percent rise for the overall clothing market.
Designers,[link widoczny dla zalogowanych], seeking more growth, are now looking at children's wear as another way to deepen their relationship with their customers as well as reach out to new ones.
The designers are targeting household incomes of at least $350,000, says Marshal Cohen, NPD's chief industry analyst. median household income of $49,445.
Many of the new designer entries are more expensive than some of the established brands like Ralph Lauren. Ralph Lauren's cotton shirts for boys are priced about $59. In comparison,[link widoczny dla zalogowanych], Dolce Gabbana's plaid shirts for boys run $190. Girl's dresses are about $500.
Nordstrom,[link widoczny dla zalogowanych], whose designer kids clothes were limited to a few names like Burberry and Ralph Lauren, is adding a number of collections for kids from the likes of Marni,[link widoczny dla zalogowanych], Marc Jacobs and Stella McCartney.
Neiman Marcus Group's Bergdorf Goodman in Manhattan recently expanded its children's wear department by a third to devote more space to Gucci and the new lines like Oscar de la Renta. For fall, the prices range from $4 for hair bows to $5,200 for an exclusive Christian Dior silk party dress handmade in France.
"We're definitely growing,[link widoczny dla zalogowanych]," says Andrew Mandell,[link widoczny dla zalogowanych], Bergdorf Goodman's vice president and divisional merchandise manager of home and children's wear. "This is a whole new realm. And when you have our customers so fashion forward,[link widoczny dla zalogowanych], they eat this up."
Colleen Sherin,[link widoczny dla zalogowanych], fashion director at Saks Fifth Avenue,[link widoczny dla zalogowanych], says both parents and grandparents are willing to spend on "unique, special" fashion items. store devoted to children in Manhattan's Upper East Side. It makes me happy. It makes her happy," says Mallon who outfits her daughter in accessories from Italian designer Missoni and tops from designer Milly's year-old children's line called Milly Minis. "It's not a little girl playing dress up. She's in her own clothes made for her."
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