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Kidswear Indicator: June 21 2014

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


Sarah lee Owner of Bossy Boots in Bolton:
“A lot of customers keep coming back, especially for our dresses. Catimini for girls is one of our best-selling brands with dresses starting from £44.50. Oilily for both boys and girls from 18 months old is another top seller, with coats (£70) in particular doing very well. On average, a customer will spend £100 on an outfit for their kid in store.”

Pauline Brown Owner of Kiddiwinks in Bottesford, Lincolnshire:
“This winter was very quiet, but sales have started to pick up as more people have been travelling to the area since Easter because of the better weather. As we’re located in a tourist area, we get a lot of customers coming in to buy items that they forgot to pack or to replace T-shirts that their child may have had an accident on, for example, spending on average £20. Our best-selling brands are Minoti, Sarah Louise, Funky Diva, Respect, Pex, Emile et Rose and Babaluno. Sarah Louise dresses, from £20, are very popular right now.”

Amanda Arkell Owner of Belle Enfants in Lymington, Hampshire:
“Sales are significantly up compared with last year and our busiest months are yet to come - our other stores in Ringwood, Hampshire, and Christchurch, Dorset, definitely have a seasonal upturn in the summer. Bottoms and tops from Frugi (£14 to £35) are popular, the entire range from Lilly & Sid (£14 to £35) for boys always sells well, while tops and leggings from Week-end à la Mer (from £26.50) and dresses for girls by Sarah Louise (from £40 to £95) have been a firm hit - everyone loves the classic look.”

Kathryn Stuart Owner of Kathryn’s Designer Childrenswear in Liverpool:
“Boss Kidswear for boys and Monnalisa for girls are doing well. Our Monnalisa dresses start from £120, while our Hugo Boss tops are selling for £50. Sales are getting a lot better now it’s summer, and on average customers will spend up to £250 on the selection of designer brands we carry.”

Pamela Shafe Owner of Lollipop in Cambridge:
“Sales are strong at the moment and I really think the weather is helping. Our bestseller is Mayoral. The brand’s shorts in particular, selling at £27, are doing very well for us. We try to appeal to a broad range of customers, so we make an effort to ensure our brand selection is varied to appeal to all tastes.”

5-12 YEARS

Beverley Rafferty Director of Koast in Haslemere, Surrey:
“Our biggest-selling brand this season for girls is Catimini, which starts from £25.99 - it always delivers rich design and colour, and the dresses are just perfect for so many occasions. For boys, it is Scotch Shrunk from Scotch & Soda. Customers love the fit and quality of the fabrics, especially the jeans, which start from £55, T-shirts from £25 and shorts from £48. There’s been a shift in sales towards our more affordable brands such as Frugi, Joules and Hatley, with our customers moving away from some of the more expensive brands, such as Hackett, that really only ever sold well in the Sale.”

Denise Heap Owner of Hansel & Gretel in Whalley, Lancashire:
“Leggings and tops are the strongest products at the moment in the popular brands: Mayoral from £18 and Billieblush starting at £15. The weather hasn’t done us any favours, especially at the beginning of the year, but we tend to do a lot better in seasonal Sales. When it’s not too hot or raining our customers spend £60 on average.”

Sarah Spencer Owner of Pearl in Dublin:
“We sell loads of little girls’ dresses, with customers spending on average between £90 and £120. Our best-selling brands are Simple Kids (between £54 and £150) and Maan (from £70), which are both Belgian. Gold is another popular brand from Belgium, at between £40 and £70. We try to offer both everyday choices and something for special occasions.”

Annemarie Sharp Owner of Cowboys & Angels in West Kirby, Wirral:
“Because of the holiday season, T-shirts are selling the most right now. We’ve recently been noticing how our customers have become more conscious about how much they spend. It seems to be they tend to prefer items that are not too pricey, so that means we have a challenge to keep up the quality while providing certain items at a lowerprice tag. Name It is our most popular brand. Customers love the short-sleeved T-shirts for boys and girls, at between £9.95 and £16.95”

Dana McMahon Senior buying and merchandise manager at McElhinneys in Ballybofey, County Donegal:
“Our best-selling brands are Name It, which sells from from €5.95 (£4.75) to €34.95 (£28.72), and Mayoral, which we sell between €10 (£7.98) and €50 (£39.94). This is due mainly to the good price point and bright colours. Bright colours always do well for us over the summer. The average sale is €35 (£27.96) on shorts, T-shirts and
summer dresses.”

Amanda Cohen Buyer at Ruth in Whetstone, north London:
“Our most popular brands are Monnalisa and IKKS. We specialise in partywear and in particular dresses. An average price for a Monnalisa party dress would be £150 and they are the ones we sell the most of, but we also like to keep some casual pieces. Customers normally come into the store looking for something for a special occasion, but you do still need those everyday items.”


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