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Kidswear Indicator, November 1 2014

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

0-4 year old

Sarah Beecroft Owner of Dottie Lottie in Scarborough, North Yorkshire

“We are feeling very optimistic as we are offering our clients a 12-week payment plan instead of them having to pay upfront. People are getting ready for their Christmas shopping so are reacting well to this form of payment. Our bestsellers are Oilily’s padded coats (£167). Mayoral dresses (£27.99) and top and short sets (£35) are popular among our clients.”

Bill Coysh Owner of Kids Plus in Glasgow

“Boss Kids is a very strong brand in the newborn to four-year-old range, in particular the jackets (£125 to £130) and long-sleeved T-shirts (£40). Ralph Lauren is also selling well in the jackets department (£110 to £135).”

Pamela Shafe Owner of Lollipops in Burntwood, Staffordshire

“In general there is more spending than last year because we are offering a lay-by system for our loyal customers, which allows them to pay in three-month instalments as long as they pick up the clothes before Christmas. This payment system is not a Christmas special offer, but is only open to our loyal customers. Skirts by Mayoral (£30) and Sarah Louise (£58) are popular, as well as Tutto Piccolo trouser, shirt and sweater sets (£80).”

Sarah Classen Owner of Iris Fashion Boutique in Chiswick, west London

“We’ve noticed more spending, probably because there is more confidence in the economy. Our bestsellers at the moment are the Ilovegorgeous Moon party dress (£115), Dandy Star Lucky Dog T-shirt (£26) and Bob & Blossom tutu (£44).”

Helena Wong Owner of Cachet Kids in Ashford, Middlesex

“Miranda dresses are popular (£40 to £60), as well as Dolce Petit dresses for girls (£40 to £60) and two-piece trouser and shirt sets for boys (£40 to £60). Mayoral dresses and cardigans (£20 to £30) always do well. In the past two weeks the shop has been a little bit slow, because the weather has suddenly warmed up, so clients are confused by what pieces to buy that are appropriate
for the season.”

Nickie Philipson-Stow Owner of The Orange Pig in Tewkesbury, Gloucestershire

“Business has been a little slow because kids were still wearing shorts and T-shirts in the warm weather. Now with the colder weather finally here we are selling more autumn stock like Girandola jumpers (from £15). Birth rates seem quite high right now, particularly girls, as we’re getting a fair amount of new mothers buying dresses by Pretty Originals (£45 to £60) and Mayoral (£30 to £35).”

5-12 year old

Yvonne Watson Manager of Ciani Ladies & Childrenswear in Moira, County Down

“It’s been a very good season. In fact, today I’ve called suppliers asking for repeats of Mim-Pi dresses (£54) and tights (£18.50), and boys’ Timberland shirts (from £37), but they were out of stock. People want to buy quality, original clothes, which the high
street can’t offer.”

Dorothy Jack Owner of DJ Kids in Elgin, Moray

“Customers are being very cautious with their spending. This year they are spending half of what they used to last year. We think this is because of online shopping, which is our big competitor. Some of our bestselling products lately are Monnalisa dresses (£83), Miss Grant trousers (£79) and Mayoral tops (£16).”

Mandy Colgan Owner of Shuffs Kidz in Worsley, Salford

“We have a very short full-price selling window during the autumn season, so we tend to push the autumn sales from the end of August to early October, before the high street goes on Sale. Oilily dresses were sold out by the beginning of September (£48), and Pampolina coats (£75 to £100) have been very popular in outerwear. Mim-Pi coats have also sold really well (£75).”

Beverly Rafferty Owner of Koast in Haslemere, Surrey

“Sales have grown 36% compared with last year. Customers are buying heavily into coats. Our strongest sellers have been from Catimini (£135), Scotch Shrunk (£150), Ariana Dee (£89) and Hatley (£36). Knitwear is also key, especially dresses and matching tights from Deux Par Deux (£59), and cardigan coats from Catimini (£75). For boys, Hackett cashmere-mix knitwear with matching shirts (£60 for jumpers, £65 for shirts) are popular for special occasions. While the website accounts for 35% of business, in store we offer a ‘Pay as You Go’ service, which allows customers to pay over six weeks.”

Joel Lever Director of Mon Amie Studios in Prestwich, Manchester

“Mayoral has been brilliant as it has a great price point and being designer-led it differentiates itself from high street brands like Next or Tesco. Its coats are £35 to £50, so you can buy a whole outfit for a low price. There is a particular kind of costumer that loves Boss Kids because they want their kids to dress like a mini version of their dads. The coats (from £80) are a bestseller and we also had 20 jackets at £140, which have sold out already.”

Sarah Cheeseman Owner of Peekaboo Kids in Whitstable, Kent

“The Week-end à la Mer waterproof jacket (£44). Petit Bateau is selling well - the boys’ preppy checked twill shirt with sherpa lining (£50) is popular. Fashion for older children is strong. Some brands stop kidswear at age eight, so we’ve introduced jeans (£32) and long-sleeved T-shirts (£18) by Levi’s, as well as Converse T-shirts (£18).”


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