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Aussie offspring lead the way in style stakes

While the nation struggles with the credit crisis and Mums feel the pinch, according to recent research Aussie children are still kitted out in the latest designer looks. Despite a rocky economy, 65% of mums surveyed by leading baby distributor Tommee Tippee, revealed they still like to buy branded or stylish items for their children.

Over 3800 mums were asked to list the three most important ‘stylish’ products they buy for their little ones with results showing that parents love to dress their children up! So much so, that fab clothes are ranked as even more important than healthy food!

87.2% of mums voted stylish clothes as their number one buy, followed by strollers (44.9%) then toys (39.6%). With celebrity mums boasting the latest in grandiose strollers (a-la Jennifer Lopez) and hi-tech toys (think Brangelina’s brood), it’s no surprise that only a third of mums included organic or healthy food in their top three. What’s more, 10% revealed they only buy stylish goods for their children, no matter what!

In the style-stakes, 70% of respondents said it was important to ‘dress their children to impress'. Looking great was not a priority when home alone, however Aussie mums reveal it is important for their little ones to look good for occasions such as parties, weddings and christenings, visiting friends or simply out grocery shopping!

With the media running celebrity baby stories weekly, you’d be forgiven for thinking that celebrities must have a big influence on mums shopping habits. However the survey revealed that husbands or partners are the biggest influence on what mums buy for their children. Mothers groups and families filled out the top three with only 2% of respondents listing celebrities as a source of influence.

So it seems Australian mums are happy to tighten their purse strings through the credit crunch, perhaps even forgoing luxuries for themselves, as long as their children still lead the way in style stakes!

www.tommeetippee.com.au

Release Date: 9th December 2008

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