April
14, 2006
by Tatiana Boncompagni
For Real Babes, Denim Gets Pricey
On a recent shopping trip to Barneys New York, Jessica
Meli spent $170 on two pairs of designer jeans by
Diesel -- one with oversized pockets, the other with
a medium-blue finish. The recipient? Her 21-month-old
son.
"Compared to other jeans, these don't make
him look like he has a full diaper," says Mrs.
Meli.
Jean-mania is trickling
down -- to the 2T, 3T and 4T set. Fashion-conscious
parents are increasingly spending adult prices
on denim for toddlers. These jeans even sport adult-like
detailing, such as "whiskers" (distressed
horizontal lines) in the lap area, to distressed
spots and studs on the upper thigh and lower leg.
Lucy Sykes New York, which
introduced $93 toddler jeans made from vintage
wash denim last January, doubled production for
this spring. Genius Jones, a kid's boutique in
Miami, tripled its stock of designer jeans this
spring (price range $98 to $135) and says the new
lines, including jeans with copper rivets and double
stitching from Lit'l Earnie, are selling briskly.
Barneys New York launched pint-sized $110 Paper,
Denim & Cloth jeans in 2002; today, the
line makes up 20% of the store's toddler apparel
sales, according to Tracy Edwards, a merchandise
manager for the store. "It's the fastest-growing
section of the children's business for the past 18
months," says Ms. Edwards.
Although there's nothing new about pricey kid's
clothes, parents traditionally have splurged on special-occasion
outfits, such as Ralph Lauren sport coats. For more
casual wear, they tended to shop at such chain stores
as Gymboree and The Gap, where jeans start at about
$20.
In general, toddler denim
is selling so well, it's contributing to the revival
of the children's clothing market. Though sales
in the children's-apparel industry dropped 5% in
2004, they rose 2% to $27 billion last year, thanks
in part to a 5% jump in sales of all kid's jeans,
says market-research firm NPD Group. A majority
of that growth is coming from pricey denim. "We
really do want our children to be a reflection of
who we are," says Marshal Cohen, NPD's chief
retail analyst.
Well, not everyone. Kristen
Foodim, a New York mom, buys herself jeans from
labels such as Seven for All Mankind (about $175
a pair) but draws the line at buying jeans for
her 2-year-old son. "I like
the way they fit," she says of pricey toddler
denims. "But it's not like my son has issues
with his body type yet."
Nor does junior appreciate
his $100 jeans. Jennifer Lattuca, a mom in Dixville,
N.Y., was horrified when her 2-year-old daughter
drew on her $106 True Religion jeans with permanent
markers. "She only wore
them a couple of times," says Mrs. Lattuca.
After the incident, she vowed never to spend more
than $40 on a pair of kid's jeans.
Still, designers are rolling
out a new array of child-size denim this spring.
Seven for All Mankind and Lit'l Earnie are introducing
skinny-leg jeans, and Paper, Denim & Cloth is expanding its kid's
line with two new washes. Kelly Gold, a mom in Miami
Beach, Fla., says she's already asked the sales people
at her favorite stores to call when new shipments
arrive, so she can outfit her 3-year-old. "This
is definitely a fashion victim child," she says. "Sometimes
I think, where do we draw the line?"
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