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THE POP-UP PARENTING BROADSHEET
Parents spend big to spoil their first born By Leanne Allos
With more money spent on newborn babies than ever before, parents are lavishing gifts to the tune of £4,000 to welcome the arrival of their first born into the family. According to a report by baby products company Philips Avent, one in three parents admit to getting ‘carried away’ and hugely overspending to mark the occasion of their newborn. Typically, clothing, accessories and footwear were the main areas where expectant parents spent most, with the majority going towards clothing to be worn in the first three months of their child’s life. However, around one in four admitted they had bought far more clothes than needed. Premium childrenswear e-tailer AlexandAlexa.com
reported a huge spike in sales of luxury baby accessories, with their collectable Dior glass bottle (retailing at £50) proving to be one of their most popular items. Even more intriguing is the fact that these coveted items are not purchased by parents alone. Alexa of AlexandAlexa.com says: “Quite a few of our shoppers are buying for their friend’s children. We’ve had a huge interest in our Burberry changing bags – they make the perfect baby shower gift.” Surprisingly, the second child tends to receive a more frugal welcome into the world, as parents admitted to scaling back on their spending. On average 73% are more money-savvy the second time around. Sue Hayward, family finance expert at Phillip Avent advises: ‘The key is to look
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Copycat: Kid couture at Pitti Bimbo fair, Italy
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for quality items which will last for a long time”. Meanwhile, the luxury baby industry continues to cater for big-spenders, with ever more extravagant items becoming widely available for those keen to spoil their own children or those of their friends and family members. Here are three of the most popular rich-kid musthaves on the market:
Burberry changing bag, £595 Leather changing bag with signature nova check print. Available from www.alexandalexa.com Maclaren GB Type AU gold buggy, £2,000 Carbon fibre buggy with embroidered coat of arms and a 9 carat gold pin that can be worn as a brooch. Henry IV convertible highchair, £860 A state of the art high chair made from birch wood.
Fabergé launches the world’s biggest egg hunt in London, UK: Over 200 egg sculptures planted throughout the city. Each egg offers an opportunity to be entered into the prize draw to win the jewel encrusted ‘Diamond Jubilee’ egg, valued at £100,000. See page 4.
Children inherit expensive taste as mini-me fashion takes off The craze for children’s designer clothing shows no signs of abating, with stores reporting a massive increase in sales of mini-me fashions. The phenomenon has taken off largely due to the rise in celebrity offspring sporting replica outfits to their famous parents Victoria Beckham’s daughter Harper Seven has been hailed as a trail-blazer for tiny-tot fashion.
Books that will inspire them
Designers have been quick to react to the trend, with many producing scaled down carbon copies of garments from their adult collections. Burberry’s mini-trench coat has proved particularly popular across the board. The childrenswear market as a whole is worth £5 billion in the UK, with an estimated £500 million of that accredited
to luxury designer clothing for kids. Figures like these have spurred on fashion houses such as Marni and Missoni to create their own children’s clothing lines. The Missoni girls collection is now available to buy online only at e-tailer AlexandAlexa.com. Fashion buyer, Vanessa Benedict, explains: “We’re really excited to welcome Missoni to AlexandAlexa
this season. I see a strong correlation between the children’s pieces and their womenswear creations – their signature zig-zag print is ever-present, albeit in pared down pastels, so it’s immediately more playful and child-friendly.” With the luxury childrenswear market growing at an estimated 25% every year, this is one fashion trend that isn’t a fad.
The rise of the house husband
The number of stayat-home fathers in the UK has tripled in the past fifteen years. A fixed sight now at most school gates, the upsurge in divorce settlements and job losses, coupled with an increase in dedicated career women who want less to do with child care and housework, has pushed the total figure to a staggering 1.2 million.
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Gadget Generation: Too much too young?
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Baby talk
Shopping secrets of the stylish revealed in exclusive mini-series
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Australian researchers have found that babies who are too young to talk are still able to interact and make friends. Cameras set at a baby’s eye view revealed that they are much more capable at a young age than first believed.
UNITED KINGDOM
Term time holidays to be banned
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Parents taking children out of school for term-time breaks to save money on holidays, may face fines. Education Secretary Michael Grove, is to abolish the right for head teachers to ‘authorise absence’.
CHINA
Lights, camera, action: Natalie Hartley faces her audience from behind the scenes (above). Courtney Adamo browses online (below left). Alex’s boys showcase their style (below right).
Surrogate surge
Photo: ©iStockphoto.com/Ziutograf
China is experiencing an upsurge in demand for surrogate mothers. 2012 is the year of the dragon and is seen as an auspicious year to have a baby. With more hopeful parents scheduling babies, China is expecting to see a 10% increase in births this year.
BELGIUM
Watch your language
Children of the Sint-Pieterscollege primary school in Brussels are being disciplined for speaking French. The Flemish school believes that speaking Dutch is compulsory even in the playground.
By Anna Hughes
It’s a personal thing, taste, especially when it comes to parenthood. Everyone has different ideas of what route to take. The scope for parental
AlexandAlexa.com, who brought three of their close friends and family together to talk through their stylish product picks for kids. There are three perspectives: The Stylist, Natalie Hartley, senior
advice is an exhausted list of new methods to get the baby sleeping soundly, how to turn a junior into a genius, and now, what to dress them in. Not this time. The tables have turned at designer kids’ retailer,
Parents cash in as organic baby food business booms It seems nothing spurs on entrepreneurial drive more than a frustrated parent. Many independent organic baby food companies were started by those looking for a healthy, organic alternative to bland processed meals for their little ones. Identifying a gap in the market, they now find themselves with
a lucrative commodity. Last year British company Plum Baby was sold by mother of three Susie Willis for £10m. And more recently, Ella’s Kitchen, brainchild of Paul Lindley, is preparing for an estimated £50m sale this year. Despite the recession, organic food is more profitable than ever, with consumer
anxieties about chemicals and preservatives at an all-time high. Research by TABS Group revealed that parents purchased more organic products than those without children. Last year saw a series of mergers and acquisitions with organic producers in the USA and Europe, as investors recognise the potential of
the mass market. Though Ella’s Kitchen stresses that they are looking for partners who match their clean ideals, there is always the risk of compromising these values when a small business chooses to scale up. Mass market and organic typically don’t go hand-in-hand, but it looks like the new generation is set for change.
boisterous boys under 10 and co-founder of AlexandAlexa.com. All three films comprise a mini-series due to air on 4 March 2012. Watch the full series online at www.alexandalexa.com/tv
Babies develop faster with the sound of music
Photo: ©iStockphoto.com/DaveLongMedia
By Claire Clendon
fashion editor of renowned women’s magazine InStyle; The Mumpreneur, Courtney Adamo, founder of widely popular mum’s blog Babyccinokids; and The Businessman, Alex Theophanous, dad of two
Recent studies highlight that playing classical music to little ones aids cognitive growth. Known as the ‘Mozart Effect’, research undertaken by Professor Francis Rauscher indicates that complex musical structures have an encouraging effect on spatial awareness. Such findings now see state-
funded day care centres in Florida required to play classical music by law. Whilst Rauscher now emphasises that the ‘Mozart Effect’ doesn’t increase general intelligence, at the very least the soothing tones of Bach and Schubert could provide children with an environment rich in culture and music.
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STRIPE WHILE IT’S HOT
Photo: Andreas Bleckmann. Styling: Natalie Hartley
Stripes leave room for bold, block colours these ice lolly shades at Rykiel Enfant are good enough to eat
Outfits by Rykiel Enfant Shop online at www.alexandalexa.com
Crossing the Chanel
Take the helm
The Life Consultant
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Fashion house plans 20,000 sq foot flagship, in London
You say what sells for designer e-store
Parenting problems? She tells it like it is
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Fabergé to break record with the world’s biggest egg hunt for charity
London is getting set to break the world record for the biggest ever Easter egg hunt, with thousands expected to take part. Russian jewellers Fabergé, famed for their elaborate jewel encrusted egg designs, are launching the event which sees a collaboration between some of the world’s most prestigious fashion houses, artists and stores. Over 200 enormous egg sculptures are to be planted throughout the city. Each egg has a unique design and its own hiding spot. Find an egg and text the code on the plaque to the entry line and you will automatically be entered into the prize draw to win the ‘Diamond Jubilee Egg’ valued at £100,000. Closing with an online auction, the hunt is for a good cause - any funds raised will be donated to charities Action for Children and The Elephant Family. AlexandAlexa.com are set to unveil their figure titled ‘Amplified’; a duck egg blue sculpture (pictured above) created by conceptual artist, Ting-Chung Jessica Cheng. Cheng is one of only two designers who created their egg with an interactive theme in mind,
LIVE IT
The Life Consultant Ms. Hase solves your parenting problems
to encourage the audience to engage with the exhibit. Cheng reveals her childhood was the main inspiration behind her creation, with the idea of an egg itself symbolising “the tiny potential of another generation”. Inside is a music box which carries huge significance for Cheng. She cites it as “one of the objects that shines through from my childhood”. Turn the gold handle and delight in the sound of a classic French love song tinkling throughout the acoustics of The National Theatre. Grab a map and get hunting!
I WANT CANDY Q: As a health-conscious parent I was horrified when my son returned from a trip to his grandparents with a packet of M&Ms and a half-eaten Fondant Fancy. How do I tell my in-laws that their kindness is actually cruel?
Download a map from www.thebigegghunt.co.uk or pick up from Selfridges. AlexandAlexa.com/Jessica Cheng’s ‘Amplified’ Egg is waiting to be discovered inside the National Theatre, South Bank, nearest tube Waterloo.
A: What was wrong with the other half? Try reverse psychology next time and thank them. Your little darling will be on the receiving end of more sweets than he can muster and I guarantee that after a couple of visits he will have learnt a very valuable lesson.
The Big Egg Hunt closes on 3 April 2012. For more clues and prizes, visit facebook.com/alexandalexa or follow @alexandalexa
Golden egg: Emilia Fox admires the bejewelled £100,000 Fabergé prize
LEARNING
NIL BY MOUTH Q: My three year old has taken a vehement dislike to all food that isn’t orange. I’ve tried all sorts of tricks short of starving her, but nothing works.
Photo: ©iStockphoto.com/woogies1
A: Didn’t you know that orange is the colour du jour? March this minifashionista down to Oliver Sweeney’s for a pair of fab frames that make everything look orange. She’ll be eating like a champ in no time.
Parents fear fairytales too Grimm for children at bedtime of UKTV’s leading entertainment As many as one in five parents refuse channel Watch says: “Bedtime stories to read fairytales to their children, are supposed to soothe children and believing them too scary in comparison send them off to sleep soundly. “As adults, we can see the innocence to modern stories. A survey of 2,000 adults was conducted in fairytales, but a five year old with in association with the launch of an overactive imagination could take new US drama GRIMM, a series things too literally. “Despite the focusing on dark nature the dark side “A FIVE YEAR OLD WITH AN OVERof classic of traditional ACTIVE IMAGINATION COULD TAKE fairytales, fairytales. The THINGS TOO LITERALLY” as we see in poll discovered GRIMM, that up to one third of those quizzed had children good will triumph over evil and there who had been terrified after hearing is always a moral to the story.” the tale of Little Red Riding Hood. The study also revealed that despite And over half of the parents refused two thirds of parents avoiding stories to read their offspring Cinderella, which might give their children claiming the classic story of a young nightmares, half believe that traditional girl kept as a slave sends out the wrong stories have a stronger moral message message. Similarly, the unnerving tale than any modern equivalents such as of Rumplestiltskin was shunned for The Gruffalo and books from the its sinister undercurrent themes of Mr. Men series. kidnapping and execution. Have your say: Steve Hornsey, General Manager tweet @alexandalexa #scaryfairytales
“I don’t do clichés”: The Beckhams shun traditions for their first daughter
Posh Baby: Harper bucks trend and says “No” to pink “What a beautiful baby boy” - not something we really want to hear when taking our baby daughter out for a stroll. Solution? Dress them headto-toe in pink of course; or that’s what we’ve always been trained to think. Up until recently, high-street pink frills were our only options when it came to newborn clothing. Now there is so much choice and people are revelling in it. Look at little Harper
Photo: Buzz Foto / Rex Features
Catriona Semple
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Seven – already a shopping expert by all accounts – her famously fashionable mum has dressed her in nothing but warm greys since day one. In response, Mumsnetters have resoundingly declared their little DDs pink free too. Is this true? Is it time to relegate those cute tutus and candy floss twin sets to the back of the closet? With so many colours to choose from, we’ll be following Harper’s lead.
SCHOOL RUN WARFARE Q: I’ve always thought myself something of a poster-girl for the schoolrun gen, but September’s intake has seen a whole army of leathertrousered Yummies for whom dressing up for the playground is a competitive sport. It’s added 40 minutes onto the morning routine and £200 to my botox bill. Help! A: One word: wigs. Nobody can keep up with a woman with 30+ disguises, so swap pleather for polyester and keep them guessing as to just who will be collecting your kid at the school gates. The more outré your outfit, the better! An entourage of au pairs trumps a pair of leather trousers every time.
I Want My Hat Back
The Scribble Book
The Giant Play And Learn Book
The simple but powerful illustrations of Jon Klassen make for an hilarious twist in the tale of a bear that has lost his hat. Great bedtime reading for children aged 3 years and above. An internet favourite, this book will delight parents and children alike.
Let imaginations run wild with a colouring book like no other. The Scribble Book breaks all the rules and lets kids complete the pages’ wonderful scenes the way they want to. Measuring 32cm x 27.5cm The Scribble Book includes puzzles, and features spaces for scribbling.
A delightful book full of colourful illustrations and fun activities. Not only does it encourage creative minds, it also nurtures important early learning skills such as reading, writing and counting. Features 120 pages of early learning activities and over 250 stickers.
Jon Klassen • Walker Books £12.99 - Best for bedtime
Herve Tullet • Tate Publishing £8.99 - Best for rainy days
Pascale Estellon • Chronicle Books £12.99 - Best for learning
All books available from www.alexandalexa.com
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THE GREAT DEBATE
JOIN THE DEBATE
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@jason_koebler Helping kids become innovators, not just consumers, of digital media and tech. problem solving, handson learning
Photo: ©iStockphoto.com/Imgorthand
Diane Luongo No electronics including computer during the school week. On weekends 2 hr limit @VanessaAlvarez1 Any good summer tech programs for kids in RI? Have a 7 yr old niece, want to get her started early:-)
Generation gadget
Adrian Torres Though my kids are not quite ready for the computer, they have already mastered my iPhone @Babyccinokids We really do our best to limit the time our kids are behind a screen
How young is too young when it comes to technology?
Georgina Stewart Marketing consultant, mother of three, lives London, U K
I belong to the generation of baby boomers who grew up with a black and white television, long playing records and summer holidays spent lying on my bed reading historical romances. So when it came to my own children, my priority was to get them all reading and writing as soon as possible. They did not have Walkmans or Game Boy and, now that they are teenagers, they seem perfectly able to function in the modern digital world and (a huge
Chris Whites plus in my view) they Creator of BigLittleBang. still read books for com, lives Aukland, “SAY NO TO AN pleasure. Of course, New Zealand I can see how IPAD UNTIL THEY using an iPad In the so-called ‘postCAN READ AND from an early PC’ era, technology is age might WRITE increasingly meeting us on stimulate hand/ our own terms. For preFLUENTLY” eye co-ordination schoolers it is inevitable and manual that these devices will dexterity and be play an increasingly more interactive important role in than just sitting their lives and “LET’S HELP in front of a TV screen. But future education, OUR KIDS BE if they were my children, I so the question is would still say no to an iPad not so much if kids SAVVY MEDIA until they could read be exposed INTERPRETERS” toshould and write fluently. I technology, but did not get my first rather a question iPad until I was 46 but, of how this should luckily, I had 3 children be managed. to set it up for me and Key things for teach me how to use it! parents to consider are
setting limits on screen time, deciding what content is appropriate, and eventually educating your child on how to be responsible in a digital environment. Curating content can be a real challenge and we love independent review sites like CommonSense.org that rate the quality and age appropriateness of apps. There are some terrific apps out there so let’s help our kids be savvy media interpreters, creators and communicators! Chris White, Creator of BigLittleBang.com (collaborative musicmaking game for children aged 7-14yrs).
Lula Besana He’s allowed computer games at the weekend and only if he’s behaved nicely during the week
KIDS & TECHNOLOGY 7%
We apply age limits to gadgets 23%
I restrict TV and game time
THE POLL WHAT ARE YOUR RULES?
24%
We use technology for education 46%
Nobody touches Mummy’s gadgets!
HAVE YOUR SAY
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Customers vote for new brands at kids’ retailer
With more opportunities for fashion enthusiasts to share and critique trends as they happen, Web 2.0 has turned the fashion industry on its head. Online childrenswear retailer AlexandAlexa.com is leading the pack by asking parents to help them select the next brand to join their permanent collections. Registered shoppers are invited to an exclusive shopping event
where they have a chance to test drive some of the world’s most coveted independent kids’ brands at an introductory price. Hundreds of parents have taken part and have already voted in several new brands to join the big names at AlexandAlexa. Their customers fell in love with the New York inspired street-styles of Australian brand Fred&Frank. Founder and father Deryll Naido is thrilled to collaborate with AlexandAlexa: “The A&A brand is recognised globally, so to be part of the family
and benchmarked with other premium designer brands is key for our business success”. Participating shoppers have had the opportunity to discover some truly special brands. American brand Tom&Drew is a favourite of the Jolie-Pitt family and AlexandAlexa shoppers. When asked about her SS12 collection, mother and designer Alexia Panza tells us she is inspired by memories of her childhood spent in South Florida, “Expect lots of coloured seersucker suits, vintage inspired t-shirts, braces and bowties”.
Top of the togs: Customers voted in Fred&Frank for SS12
How can you be part of selecting AlexandAlexa’s next new brand? To register for our next secret shopping event, send your details to vote@alexandalexa.com. Shoppers will receive access to the event in a secret email link from AlexandAlexa. NEXT EVENT: 16 MARCH 2012
LEARNING CURVES
Danish parents go Dutch on sharing child care Denmark’s very modern combination of flexible hours, relaxed work culture and generous parental leave set a shining example to the rest of Europe, with both parents equally involved in their babies’ lives. With Danish workplaces embracing flexi-time as the norm, new mothers
are able to continue with their careers as soon as they wish to. These alternative hours ensure that work commitments can be scheduled around home demands, and demonstrate the forward thinking attitudes of the Danes, and the importance they place on achieving a work/ life balance. Nordic
countries understand the importance of adequate paternity leave, with most fathers taking around three months off. There is also a strong focus on providing services for families, rather than paying cash benefits, thus making child care affordable so both parents can return to work if and when they want to.
Early tests help babies excel Studies suggest that testing a child’s vocabulary skills early on in life can lead to greater success for them as adults. On average, a two-yearold’s vocabulary contains between 70 and 225 words, whereas late talkers average 50 words or fewer. Most speech competency levels out by five years of
age, however, language therapy can identify late talkers early on to ensure they get the help they need to reach their full potential. Specialists also recommend that babies interact with others, rather than watching TV, as it is the best way to acquire language fluently.
Terms & Conditions: The prize is for a family of four (two adults and two children aged three to 11) travelling. Holiday must be taken by no later than March 2013, and all date requests are subject to availability. Accommodation is for two nights in a standard room at a Disney Hotel (excluding The Disneyland Hotel) including continental breakfast. Two Park hopper adult tickets to both Disney Parks for the duration of your stay (subject to capacity). Winners will need to confirm their holiday a minimum of 1 month before travel date and 1 month before the holiday expiry date. Travel insurance is not included. Winners are responsible for their own passport and visa requirements. The winner will receive hotel vouchers and park tickets in advance of confirming their accommodation. If these hotel vouchers or park tickets are lost then they cannot be replaced. The prize is for a family of four (including at least one adult). Any costs incurred in addition to the prize package elements listed above (e.g. telephone charges, room service etc) are at the guests own expense. The prize winner if under 18 must be accompanied by an adult on the holiday. There is no cash or prize alternative. Closing date – Sunday 8th April 2012. No purchase necessary. Competition is open to (e.g. All residents of the UK, Channel Islands and Republic of Ireland) excluding employees of The Walt Disney Company Ltd and AlexandAlexa and other persons professionally connected to the promotion. By entering the competition, competitors agree to be bound by the rules and by any other requirements set out in the promotional material. Promoters reserve the right to disqualify incomplete, altered or illegible entries. No responsibility will be accepted for entries lost, delayed, damaged after posting. The first properly completed entry drawn at random will be the winning entry.The closing date for the receipt of entries is Sunday 8th April 2012, all entries must be received by this date. Draw Date Monday 9th April 2012. The winner will be notified by telephone within 5 working days. The winner may be required to take part in any publicity accompanying or resulting from this competition. The decision of the judges will be final and binding and no correspondence will be entered into. If the name drawn declines to take part a further draw will take place until a properly completed entry is drawn and the prize is accepted. The Promoter accepts no responsibility for any loss, damage, injury or disappointment suffered by any entrant resulting from entering this prize draw or by the entrant’s acceptance of the prize, or any damage to any entrant’s or other person’s computer or mobile phone equipment as a consequence of downloading any material relating to this promotion. Nothing shall exclude the Promoter’s liability for death or personal injury resulting from its negligence. The promoter is A.T.Shop Limited T/A AlexandAlexa.com. Fo full terms and conditions please visit: www.alexandalexa.com/disneycompetition
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Time is running out for the middle market heavyweights
London reaches new luxury heights: Chanel has been given the go-ahead to open a three-storey flagship store on New Bond Street this summer, opposite Parisian fashion rival, Louis Vuitton.
Dragons’ Den reject rides high on success
Trunki takes gold: The team GB collection available at alexandalexa.com
For Rob Law, a rejection by Theo Paphitis on Dragons Den in 2006 was the best thing that ever happened to him. Specialising in innovative travel products specifically designed for children, his company Magmatic Ltd went on to enjoy massive success globally, the most popular product by far being the instantly recognisable Trunki suitcase. The Trunki ride-on suitcase targets little globetrotters with an ergonomic design and quirky cartoon detailing. Light enough for children to manoeuvre, yet sturdy enough for them to ride whilst being towed by Mum or Dad, the Trunki makes the perfect travel companion. Children’s e-tailer AlexandAlexa.com credits the Trunki as one of their bestselling toys of all time, and with more than 1,000,000 units sold across 62 countries, Magmatic has diversified its product ranges and expanded its empire to include a whole host of travel accessories for tiny tots. Team GB Trunki suitcases available at www.alexandalexa.com
60 SECONDS
with James Bromley sales ranger at Magmatic
What’s Magmatic’s philosophy? To facilitate the perfect journey for both parents and kids, with products that are fun and practical. Any more products in the Magmatic pipeline? We’re launching our Shark and Whale Puddlepaks - waterproof bags ideal for throwing a wet towel in at the beach. Is Magmatic joining forces with anyone else this year? To launch our animal travel pillows SnooziHedz, we’re teaming up with Bristol Zoo in the UK and donating proceeds to support the animals. We’re also unveiling our Team GB Trunki collection in time for the 2012 Olympics.
now the emerging winners in the kids’ fashion space, with premium value brands such as Petit Bateau and With $5,000 being spent every second on Mayoral proving that great value pricing can steal luxury, why have beef, when you can have steak? the show too. It’s not a good time to be squeezed in Or indeed, in fashion parlance, why have gold when the middle, and it’s not just happening in fashion. you can have platinum? Three star hotels are declining at The anti-crisis in these the expense of five and budget, times of crises seems low-risk blockbusters steal the FASHION TODAY IS SPLIT INTO THE to be those that shun Hollywood show (with the help PRADA/ PRIMARK PHENOMENA: THOSE mediocrity in favour of of 3D effects), global megaSEEKING A SPECIAL LUXURY TREAT OR either value or prestige. stars in music (U2, Lady Gaga THOSE SEEKING VALUE The vanishing middle and The Rolling Stones) seem ground isn’t something to recession proof, and even the be feared, it’s a good thing. Perhaps this is the end of food we eat hails increasingly from premium players (such mainstream and the end of those that don’t try harder. as Waitrose) or value retailers like (Aldi). I for one will not Fashion today is split into the Prada/ Primark phenomena: miss the squeezed middle, maybe it is just the culmination those seeking a special luxury treat or those seeking of a move that has been shifting since the mid sixties. It’s value (or indeed, those seeking to mix and match both!). the start of the luxury-value revolution. Upmarket brands like Burberry, Fendi and Dior are
Work to life balance is key to success for mumpreneurs In 2011, the word “mumpreneur” made it into the Collins English Dictionary, the definition being: “A woman who combines running a business with looking after her children.” And it seems more mothers than ever before are going it alone to fulfil their desire of a better balance between work and family life. Research undertaken by Australian bank Bankwest revealed that women are launching businesses at twice the rate of their male counterparts, many of them while raising children at the same time. A poll commissioned by the UK government suggested that flexibility played a key part. The biggest motivation for 70% of those quizzed was the ability
to work more flexibly and arrange their work commitments around their family demands. According to the YouGov s u r v e y,
three out of four people believed that their family situation had improved since they had set up their own business.
THE KIDS’ FASHION FTSE INDEX - WHAT TO BUY WHEN
Don’t know how she does it: Mums ditch the work/life juggling act to have it all.
Photo: c.Weinstein / Everett / Rex Features
Photo: John Curtis / Rex Features
By Alex Theophanous
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