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| Royal baby: Britain's prince may spark retail boom | Royal baby: Britain's prince may spark retail boom |
| (about 9 hours later) | |
| The "Kate effect" has made jackets sell out in hours and shoes fly off the shelf. Now her every choice - from crib to car seat - will influence the baby market and could even boost the British economy. | The "Kate effect" has made jackets sell out in hours and shoes fly off the shelf. Now her every choice - from crib to car seat - will influence the baby market and could even boost the British economy. |
| Already many will be looking to Britain's newest prince to see what clothes he wears and which wheels he rides in. | Already many will be looking to Britain's newest prince to see what clothes he wears and which wheels he rides in. |
| His birth is set to boost UK High Street sales by £243m, according to one report by the Centre for Retail Research. | His birth is set to boost UK High Street sales by £243m, according to one report by the Centre for Retail Research. |
| This includes the champagne drunk to welcome his birth, souvenirs such as Union Flag dummies and "I love Uncle Harry" bibs, but also the effect on other mothers who may spend more in a bid to "keep up". | |
| When the Duchess of Cambridge splashed out on a Blue Almonds £295 Moses basket, Asda saw a 57% increase in the online sales of its thriftier £35 version. | When the Duchess of Cambridge splashed out on a Blue Almonds £295 Moses basket, Asda saw a 57% increase in the online sales of its thriftier £35 version. |
| Mothers who had not thought that they needed a Moses basket suddenly had to have one. | Mothers who had not thought that they needed a Moses basket suddenly had to have one. |
| Companies too are keen to cash in on being seen as the royals' brand of choice. | Companies too are keen to cash in on being seen as the royals' brand of choice. |
| We've already seen the baby's car seat as the royal couple left the hospital with the new prince on Tuesday evening. | We've already seen the baby's car seat as the royal couple left the hospital with the new prince on Tuesday evening. |
| Earlier in the day, when the duchess's stylist and assistant have been seen entering the hospital carrying a car seat, manufacturer Britax were quick to claim in a call to the BBC that it was one of theirs. | Earlier in the day, when the duchess's stylist and assistant have been seen entering the hospital carrying a car seat, manufacturer Britax were quick to claim in a call to the BBC that it was one of theirs. |
| Good enough for a prince | Good enough for a prince |
| It is not just royalty who can influence sales. Celebrity endorsements have also pushed mothers to spend more on their babies. | It is not just royalty who can influence sales. Celebrity endorsements have also pushed mothers to spend more on their babies. |
| Pictures of Suri Cruise and Harper Beckham spawned a market for cashmere baby suits and designer dungarees. | Pictures of Suri Cruise and Harper Beckham spawned a market for cashmere baby suits and designer dungarees. |
| When Victoria Beckham selected an iCandy pushchair for Harper the company's sales ballooned. | When Victoria Beckham selected an iCandy pushchair for Harper the company's sales ballooned. |
| In 2009 they were £3.6m - but within months of the Beckhams' choice sales hit £9.6m. | In 2009 they were £3.6m - but within months of the Beckhams' choice sales hit £9.6m. |
| Coined by some the "Harper Beckham effect", the average child's wardrobe is now worth a staggering £1,348. | Coined by some the "Harper Beckham effect", the average child's wardrobe is now worth a staggering £1,348. |
| Which is still a pinch when compared with the fact that Harper's shoe collection was reportedly worth almost £2,000 before her first birthday - including her £112 pair of lambskin Hermes baby booties. | Which is still a pinch when compared with the fact that Harper's shoe collection was reportedly worth almost £2,000 before her first birthday - including her £112 pair of lambskin Hermes baby booties. |
| Designer pushchairs - and potties | Designer pushchairs - and potties |
| And where one celebrity has gone, so others will follow. Kim Kardashian is said to be spending an eye-watering £10,000 on her baby daughter, North. | And where one celebrity has gone, so others will follow. Kim Kardashian is said to be spending an eye-watering £10,000 on her baby daughter, North. |
| Mind you, keeping up with the Cambridges is not going to be cheap either. | Mind you, keeping up with the Cambridges is not going to be cheap either. |
| Kate has reportedly bought a Bugaboo pushchair costing nearly £1,000. Shops that stock the brand are bulk ordering before the first pictures of the British prince riding in it are released. | Kate has reportedly bought a Bugaboo pushchair costing nearly £1,000. Shops that stock the brand are bulk ordering before the first pictures of the British prince riding in it are released. |
| As most expectant mothers buy the majority of their essential baby products in the last three months of their pregnancies, the battle to stand out from the crowd is fierce. | As most expectant mothers buy the majority of their essential baby products in the last three months of their pregnancies, the battle to stand out from the crowd is fierce. |
| Unlike other firms, baby product manufacturers only have a matter of weeks to get a sale. | Unlike other firms, baby product manufacturers only have a matter of weeks to get a sale. |
| With safety and comfort top of the list for most new parents, marketing campaigns cleverly scare and reassure in equal measures - often pushing consumers to spend more than they had budgeted. | With safety and comfort top of the list for most new parents, marketing campaigns cleverly scare and reassure in equal measures - often pushing consumers to spend more than they had budgeted. |
| European and US safety standards mean that essentially your £1,000 pushchair is just as safe as the £50 version from your local High Street store. | European and US safety standards mean that essentially your £1,000 pushchair is just as safe as the £50 version from your local High Street store. |
| Yet it seems a tweak in the colour scheme, adding organic fibres, and maybe some sheepskin can make some buyers part with another £950. | Yet it seems a tweak in the colour scheme, adding organic fibres, and maybe some sheepskin can make some buyers part with another £950. |
| And it is not just pushchairs. | And it is not just pushchairs. |
| At the last check, a search for "potty" on Amazon produced more than 1,000 results, with prices ranging from 99p to up to £35. | At the last check, a search for "potty" on Amazon produced more than 1,000 results, with prices ranging from 99p to up to £35. |
| Most were essentially plastic pots but with such a range surely no self-respecting mother could possibly buy the 99p version - could they? | Most were essentially plastic pots but with such a range surely no self-respecting mother could possibly buy the 99p version - could they? |
| 'Brand aware' mums | 'Brand aware' mums |
| As celebrities spend more, so new parents with more modest incomes also seem to be increasing their budgets. | As celebrities spend more, so new parents with more modest incomes also seem to be increasing their budgets. |
| While the UK economy may have slowed in recent years, the luxury baby market has grown - annual sales were £6.3bn in 2010 and are expected to reach £7bn next year. | While the UK economy may have slowed in recent years, the luxury baby market has grown - annual sales were £6.3bn in 2010 and are expected to reach £7bn next year. |
| Indeed the entire UK childrenswear market is set to grow by 6% over the next four years, according to Mintel. | Indeed the entire UK childrenswear market is set to grow by 6% over the next four years, according to Mintel. |
| The main reason is that expectant mothers are getting older and so are more likely to be in work. Since 1990 the number of first babies born to women older than 40 has tripled. | The main reason is that expectant mothers are getting older and so are more likely to be in work. Since 1990 the number of first babies born to women older than 40 has tripled. |
| "Mothers are older and therefore more affluent when they do finally have children," says Sarah Barrett, managing editor of Babycentre.com UK. | "Mothers are older and therefore more affluent when they do finally have children," says Sarah Barrett, managing editor of Babycentre.com UK. |
| "They are a more brand aware generation as well. To them, there is nothing wrong with spending some money on the odd spoiling item that looks good." | "They are a more brand aware generation as well. To them, there is nothing wrong with spending some money on the odd spoiling item that looks good." |
| Looking good, baby | Looking good, baby |
| Of course, where there is a growing demand, so too is there a growing supply. | Of course, where there is a growing demand, so too is there a growing supply. |
| Stella McCartney now sells £60 bomber jackets for toddlers and Marc Jacobs sells £160 dresses, while the likes of Heidi Klum, Hugo Boss, Fendi and Ralph Lauren have also all launched babywear lines in the last few years. | Stella McCartney now sells £60 bomber jackets for toddlers and Marc Jacobs sells £160 dresses, while the likes of Heidi Klum, Hugo Boss, Fendi and Ralph Lauren have also all launched babywear lines in the last few years. |
| And in the pushchair market, the drive for luxury has gone one step further. | And in the pushchair market, the drive for luxury has gone one step further. |
| Aston Martin and Silver Cross prams have collaborated to release a limited edition pushchair. | Aston Martin and Silver Cross prams have collaborated to release a limited edition pushchair. |
| The buggy has leather and suede fittings normally only seen in a DB9. So it might be more Kardashian than Kate but the production run of 800 is selling fast. | The buggy has leather and suede fittings normally only seen in a DB9. So it might be more Kardashian than Kate but the production run of 800 is selling fast. |
| And it can be yours for £1,900 - a price which may be more reminiscent of a second-hand car, but which certainly is not hindering sales. | And it can be yours for £1,900 - a price which may be more reminiscent of a second-hand car, but which certainly is not hindering sales. |