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Kidswear Indicator, April 19 2014

What’s selling now in the world of kidswear fashion?

0-4 years

Dorothy Elizabeth Jack Store manager, Dorothy Jack Children and Babywear, Elgin, Moray, Scotland
“Our best-selling brands are Monnalisa, Hugo Boss Kids and Miss Grant. The average spend varies and can be anything from £20 to £250. People are really shopping around and customers are out for a bargain. In local stores there are constantly Sales, and I always have to have a Sale rail too. In comparison with last year, trade is quite frightening.”

Joel Lever Director, Mon Amie, Prestwich, Greater Manchester
“Our best-selling brands are Mayoral, particularly the dresses that average from between £60 and £70, and T-shirts and tracksuits from Hugo Boss Kids, where jogging bottoms start from £34.99. Trade is very slow at the moment, with lots of competition from major stores and supermarkets. The high street has become very clever with kidswear brands, as big stores are managing to produce quality kidswear at low prices. In the current economic climate, designers have got to start rethinking their game. Thank God for the hardcore fashionistas who are prepared to clad their children in head-to-toe designer.”

“We haven’t introduced any new brands this season, but Hugo Boss Kids and Ralph Lauren Kids are consistently in demand. Ralph Lauren polo shirts are always particularly popular (£49.99). Trading is 20% up on this time last year, most likely due to the economy beginning to recover.”

  • William Coysh Store owner, Kids Plus, Glasgow

Dorothy Thomson Store owner, Coccolino, Norwich

Little Shrimp

Little Shrimp

“The funky style of Lily + Sid is popular and the heart pocket romper (£25) is a bestseller, along with the boy’s mock layer top and woven roll-ups set (£30). I’ve recently introduced Little Shrimp, a British eco-friendly brand, and it’s selling strongly (prices from £10). Footfall is low compared with last year.”

Liz Cartmell Store assistant, The Orange Pig, Tewkesbury, Gloucestershire
“Sleep suits are our bestsellers, particularly from Girandola (£13.80 to £16.90). Mayoral, Pretty Originals and Sarah Louise are also consistently in demand. However, consumers don’t seem to have the money at the moment and there is competition from supermarkets that sell baby clothes in cheap multi-packs.”

Helen Connelly Owner, Squirts, Sheffield
“Our best-selling brands are Oilily, Tommy Hilfiger and Mayoral. Our most popular products at the moment are shorts and T-shirts in preparation for summer, particularly the long white Bermuda short from Oilily (£60). We introduce new brands a couple of times every year to keep customers engaged.”

Jodie Butler Store manager and buyer, Jellyrolls Kidswear, Leicester
“Our top-selling brands are Hugo Boss Kids, DKNY and Armani Junior. Lightweight jackets, particularly from DKNY (£66), and T-shirts are really popular. In terms of trade, month on month we are up on last year and we’re still stocking the same brands. We don’t necessarily focus on mark-up - it’s around 2.3% to 2.4% - we concentrate on what the customer is looking for.”


5-12 years

Amanda Collagan Owner, Shuffskidz, Boothstown, Greater Manchester
“Shuffskidz has recently had a brand revamp, which has been great for trade. Oilily and Mayoral have been our bestsellers so far this spring. This is our second season stocking Oilily and the brand’s printed matching sets (from £50) have proved really popular with customers. Mayoral is a new brand for us and its been doing fantastically.

It is known for its wearability and affordability for mums. The dresses are competitively priced (from £22).”

Emma Wright Owner, Alivie Childrenswear Boutique, Market Bosworth, Nuneaton, Warwickshire
“Our three best-selling brands are Timberland, Mayoral and Little Joule. For boys, Timberland T-shirts (£20 to £30) in blue, turquoise and yellow are bringing in sales. Pastel-coloured dresses from Mayoral (£22 to £35) and pink dresses from Little Joule (£25 to £30) have been popular. Trade has been good in comparison with last year. I think this is down to the arrival of good weather earlier this year, and the need for lighter-weight clothing.”

“We stock designer kidswear ranging from three months to 14 years. Our best-selling brands from five to 12 years this spring have been Miller and a new brand for us, Bonpoint. Miller’s casual tees have been flying off the shelves at £20. For the girls, Bonpoint dresses have been doing fantastically (from £50), with yellow being the popular colour of choice.”

  • Anna Straath Manager, Elias & Grace, Regent Street Branch, London

Sarah Cheeseman Owner, Peekaboo Kids, Whitstable, Kent



“At Peekaboo Kids, we offer a mixture of kidswear brands at competitive prices. For the spring season our bestsellers have been Frugi, Week-end à la Mer and Converse clothing. Our Converse T-shirts (£18) have sold well for both boys and girls. Week-end à la Mer’s nautical-inspired dresses (from £18) are selling well, partly because of the great weather. Organic clothing brand Frugi has also seen a rise in sales of casual T-shirts (£15). We tend not to introduce new brands as frequently as other stores may do, as it’s a struggle to find a decent mark up.”

Catya Mardyusheva Assistant manager, Dolly Rocker Kids, Westfield Stratford, London
“Our three best-selling brands are Angel’s Face, Mayoral and Miranda. Angel’s Face tutus at £56 are a sellout whenever in stock and are available in an array of pastel colours, which is perfect for spring. Mayoral is a year-round hit, with the girlswear selling better than the boys. The casual dresses (from £22) are a firm favourite, and for boys casual T-shirts (from £11). Miranda is a surprising bestseller. The brand makes traditional Spanish dresses (£20 to £95), which are perfect for a special occasion.”

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