By Charlotte Hilton Andersen, REDBOOK
A $1200 dress for a preschooler. A $1500 coat for a toddler. A $125 cotton onesie for an infant who will poop all over it in 0.3 seconds. But, it's not about the money. At least that's what Andrew Rosen, the founder of Theory, said in a New York Times piece about the recent explosion of designer clothing for children. "It's all about being more relevant. You want to keep the customers engaged in your brand."
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"Children are the new must-have accessory" explains the Times, so it only makes sense then that you should accessorize these accessories in style. With everything from Lanvin tulle smocks to Burberry diaper bags, I have to wonder if any of these people have met an actual child before. (And no I don't count the children used in their ad campaigns - any kid that can work that long in front of a camera with a bunch of strangers and still manage to smile like a daisy has got to be a robot.) Kitting out your kid in crazy expensive gear is not the same as deciding if you can wear black and navy together again (I swear that rule changes every single year). Kids have minds of their owns, especially when it comes to clothes.
In addition to the fact that kids should not be the new labradoodle, the Times piece points out that the quality of the luxury items is no better than that of say, the Children's Place or Baby Gap. And the funny thing is that for me I even consider those two stores to be too expensive for my budget. I live a Goodwill life. Then again, luxury for adults has always been about paying for the label as well, right?
Yet there is a market for kiddie couture because sales are up, up, up. And it's not just the 1% throwing their cash around. Not long ago, I visited the Mall of America with my cousin. A quick stop at the Coach store found him shelling out $75 for a coin purse for his 4-year-old. Did I mention my cousin is a long-haul trucker? As we headed to the Hello Kitty store to buy some kiddie cosmetics to fill the purse with, he explained, "I just want her to have better than I did."
What's the most expensive thing you've bought your child? Would you ever consider buying luxury items?
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