Yes, really. Forget King’s Road or Carnaby Street, it seems that today’s fashion-conscious five year-old likes nothing better than to head for the local Morrisons supermarket where indulgent parents will allow them to deck themselves out in the latest fashions to be found between the fish fingers and Frosties..
Remarkably, the launch of its Nutmeg clothing range has helped propel the supermarket chain into becoming one of the top 20 fashion retailers in the UK last year. Now Morrisons have grabbed some of the limelight ahead of London Fashion Week with tiny models strutting their stuff down the supermarket aisle. The occasion launched the Nutmeg SS17 (SS standing for Spring Summer apparently!) children’s clothing collection, starting with a fashionable boho dress and denim jacket, sporting robot and dinosaur motifs.
Whilst keen to follow the latest trends, it is apparent that the youngsters still have one foot firmly in childhood, for 41% of under-12’s like their clothing adorned with Superheroes, 34% prefer animals, 23% choose dinosaurs and 12% go for spots (presumably to hide the zits!). That old favourite remains favourite material, being chosen by 29%.
Apparently Morrisons research shows that 45% of parents regularly ask their child’s opinion when purchasing clothes for them and 81% of children make their own choices. Probably just as well prices start as low as £2!
The research revealed the top 10 designs kids look for when choosing their favourite clothing:
1 – Superheroes (41%)
2- Animals (34%)
3 – Denim (29%)
4 – Flowers (27%)
5 – Words (24%)
6 – Dinosaurs (23%)
7 – Shiny (21%)
8 – Stripes (20%)
9 – Monsters (13%)
10 – Spots (12%)
Full Morrisons range: https://your.morrisons.com/kids-and-baby/nutmeg-clothing/