Targeting fashionable kids like Suri Cruise and the Beckham boys is paying off for high-end luxury designers. Appears that dressing like celebrity kids may be a even bigger market for 2009 as sales are up in this sector in a big way.
independent.co.uk, reports that Dolce & Gabbana has just announced that its kids’ sales rose by 30 per cent in 2008 – that chic designers have taken to including children’s wear in their clothing lines. John Galliano and Marc Jacobs already produce mini designer gear, and soon Jean-Paul Gaultier will feature children’s fashion. Boutiques and websites specializing in mini couture are springing up.
For many luxury goods brands, kids’ clothing is still a small portion of their total revenue – accounting for on average 3 per cent of last year’s sales. Yet Burberry, for example, has seen revenues for the sector rise by 50 per cent since 2007. That figure is likely to increase when the company opens children’s stores in the US.