Parents sacrifice glad rags for kids’ designer threads

Parents sacrifice glad rags for kids' designer threads

Dedicated parents are sacrificing looking good in their own glad rags so they can kit out their kids in designer threads.

Credit crunched mums and dads are reducing the amount they spend on their own clothes so their children can keep up with the latest fashion trends, new research has discovered.

Parents are trading down to low-cost outlets such as Peacocks, Primark, and TK Maxx to give them enough spare cash to be able to afford top-end designer brands for their children, such as Jack Wills, Lacoste, and Abercrombie & Fitch.

T-shirts, jeans, and sweatshirts from these must-have designers cost as much as A?60 each, compared to T-shirts at Primark priced at A?3.

Over three quarters (76%) of parents have reduced spending on their own clothes since the onset of the recession, a poll by Sheila’s Wheels Home Insurance found.

By contrast, nearly half (43%) of parents refuse to make cut backs on their children’s outfits.

Almost eight in ten (78%) parents said they prefer their children to be better dressed than themselves.

Over a quarter (26%) of parents spend more than A?500 per year making sure their kids have the latest clothes and jewellery.

More than half of the 1,000 parents polled said their children became fashion conscious by the age of 10.

Jacky Brown, a spokesperson for Sheilaa��s Wheels, said: a�?Clearly today’s parents are under a lot of pressure to buy top-end clothing for their children.

a�?This has almost led to a two-tier family shopping experience with kids coming out on top when it comes to brand names and parents cutting back.

a�?Whatever the strain on the household purse strings, peer pressure and wanting your child to look their best is driving what parents spend on fashions for the whole family.a�?

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