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Kilton bought the dress at Pish Posh, a children's boutique in Omaha. Pish Posh owner Angie Bekins opened the store in April of this year after contemplating the idea for 13 years. That she finally did so amid a war and a recession seems to have had few ill effects. Bekins says the store's sales in its first month were "phenomenal," and they have only improved, with June being her "best month ever." T shirts retailing for $20 and dresses for $100 are being snapped up faster than Bekins can reorder them. She says one customer purchased a mink-edged sweater and skirt for $170 and then returned to buy a matching outfit for her younger child.
Needless to say, not every parent can make such acquisitions without cutting back elsewhere. Shopping at a department store in Omaha, Chantalle Galbraith, 30, a part-time medical examiner, points to her 20-month-old son and 5-month-old daughter in a double stroller. "My son has on Tommy [Hilfiger] shoes and a Nautica shirt. My daughter is wearing Polo," she says. Gesturing at her plain blue T shirt, she says, "I got this at Shopko"--a mass-merchandise chain.
Such parental self-sacrifice is no doubt human nature, but it's an instinct that seems more in evidence at the moment than in years past. The vast majority of those currently having children are members of that notorious--and notoriously large--demographic, Generation X, a cohort that has proved highly susceptible to displays of status. "Having a baby now is like having a country house or an SUV," says NPD's Cohen. Those intent on having the best-dressed child on the playground can swathe their offspring in such luxury labels as Burberry, Donna Karan and Versace, all of which offer clothes for the teething set. Sales of these brands, however, make up a small part of the market. More popular are somewhat lower-priced though still recognizable name brands like Liz Claiborne and Tommy Hilfiger and mid-priced stalwarts Old Navy and Gap. Additionally, stores from Nordstrom to the Limited have developed private children's labels.
And though they may hide the shopping bags, well-off parents are also finding their way into discount stores when shopping for their children's everyday wear. There they will brush shopping carts with parents of moderate budgets, who are able to find stylish and durable kids' clothing for every occasion. In the past several years, Wal-Mart and Target have gone to great--and successful--lengths to improve the quality of their private-label children's wear. Jill Rice, 34, a stay-at-home mother in Atlanta, says that while she prefers to shop for church or special-occasion clothing for her 21-month-old daughter Lilly at higher-end stores, where a dress might cost $60 to $75, she occasionally shops at Target for Lilly's less formal needs.