With Burberry trousers and Dior bootees,babies are now a part of the chic club
If you have a classic Burberry check jacket in your closet,now your baby can have a smaller version of it for himself. And baby can get a hip pair of bootees just like mommy.
Close to a decade after French luxury brand Louis Vuitton set up their first store in India,the lust for luxury goods among the welltravelled,discerning Indians is extending to kidswear as well. Brands like LV,Fendi,and Dior are taking appropriate,baby steps and are currently evaluating the potential for international designer wear for children in India.
Dior got their first consignment for children to their store in Delhis Oberoi Hotel in early 2008,and the response was fantastic. On display were infant wear,dresses for little girls,feeding bottles and jackets. Dior brand ambassador Kalyani Chawla says they were sold out in a week. Theres huge potential in this segment, says Chawla. Buying Baby Dior is silly but cute and for parents who shop at Dior,splurging once in a while on their child is acceptable. When Bottega Veneta opened at Delhis Emporio Mall,they displayed a pair of baby shoes prominently in their shop window,which were sold in the first week itself. There are customers for sure, says Sanjay Kapoor of Genesis Colors,who has brought brands like Canali,Kenzo and Paul Smith to India.
The only Indian brand to focus on baby couture is Delhi-based Mamas Lil Donuts,that opened in 2008. They stock tutus and ballerina dresses,and party wear for babies. In a culture like ours,which is very indulgent towards children,expensive,branded kidswear is bound to do well, says Tikka Shatrujit Singh,global advisor,Louis Vuitton. Singh says most children below 10 obviously dont have brand awareness. Its the parents who like to splurge. In the future,this may not be a dominant part of Indias luxury business,but its all about educating people about the brand, says Singh.
Contributing to the popularity of baby couture is the fact that traditional gifts presented when babies are born,like silver bowls and spoons,are losing out to more practical gifts. I got little bits of jewelry when my daughter was born but what can one do with it? Theyre useless, says Chawla who presented a friend with a Baby Dior feeding bottle when her child was born.
When Delhi-based Sonali Punj,33,sent her children to a birthday party recently,her six-month-old son Reyaan wore a pantsuit from Burberry,and her two-year-old son was dressed in Polo by Ralph Lauren. Punj says in her social circuit,many of the young moms like to buy their childrens clothes from the same stores they shop at. Theres a slight competition angle to it, she acknowledges before mentioning that shes heading out for some shopping again. My brother-in-law is getting married and my son will sit with him on the horse. Im thinking of a three-piece-suit for him, she says with a smile. Babies have never had it this good.