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Kids’ personal shopping appointments soar at Debenhams

Debenhams has reported a 100% rise in the number of parents booking personal shopper appointments for their children during the last year.

GENERAL MERCHANDISE

Kids’ personal shopping appointments soar at Debenhams

Debenhams has reported a 100% rise in the number of parents booking personal shopper appointments for their children during the last year.

The department store said that the appointments covered advice on all types of clothing from prom dresses and occasionwear through to casual capsule wardrobes for the season ahead.

Debenhams puts the rise down to kids no longer trusting their parents’ style advice as well as trends set by label-loving celebrity ‘mini-mes’ such as Harper Beckham and Suri Cruise. The retailer said that 61% of children with appointments were looking for clothing with a well-known designer label.

Anne Deegan, head of personal shopping services at Debenhams: "The number of personal shopping appointments for children over the last year has doubled.

"There has been increasing demand for affordable kids clothing with a designer label, so much so that over half of all children’s clothing sold at Debenhams is from our designer collections."

The news comes as Debenhams launches its new designer childrenswear line Donna & Markus next week. The range is a collaboration between designer Markus Lupfer and model and presenter Donna Air.

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