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Burberry today reported soaring demand for its childrenswear as parents dress their offspring to look like "mini-mes".
The 153-year-old British fashion house, which opened its first UK store selling only children's fashion in Westbourne Grove in March, said that sales of the range rose nearly 50 per cent in the six months to the end of September.
This means childrenswear now accounts for five per cent of the group's revenues, compared to only three per cent last year.
"Sales of children's clothes are booming - the only problem for us in childrenswear is the growing pain of trying to keep up with demand," said Burberry's finance director Stacey Cartwright. "Parents are kitting their kids out to look like 'mini-mes' - they want the trench coats and the other traditional Burberry designs."
A children's double-breasted raincoat costs £235.
Cartwright added that the snood - a scarf hood hybrid - has been a favourite with children in recent months, as well as a popular item for adults.
Burberry will continue its push into the children's fashion market and wants 10 per cent of its sales to come from childrenswear in four years' time. Other designers are also moving into the market, with Stella McCartney last month launching a range with Gap.
In past recessions, parents have been unwilling to stop spending on their children, something Cartwright believes is happening this time too.
Burberry reported a 19.6 per cent drop in profits as it was hit by department stores reducing orders and its own cost-cutting programme.
Reader views (1)
Is Tom Cruise standing on a box in that photo? I'm sure that Suri is taller than she appears there.
- Dannyp, Egham, 17/11/2009 12:16
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