Michael Kors designs for mothers swap $ 125 jeans with girls
NEW YORK, USA - Marty Hamamoto would not have dreamed of shopping for clothes with her mother when she was younger. His own daughter is actually expected.
Hamamoto, 54, hits stores in Manhattan with 25-year-old Mia every two months. The last time Marty was about $ 200 in the closet of her daughter.
"Sometimes it pays for things," says Mia, "My teacher's salary, I can not splurge as much as when I with you And my mother told me. Whether it looks good, is too narrow, what shoes to to carry with him when I wear really up in the end. "
Boomer mothers are shopping with the girls of the millennium, to befriend their children partly in a way they have never done with their own mothers and partly look younger for longer. Leaders in the industry such as Michael Kors and Kate Spade take the opportunity to increase sales by superposition of younger species.
"I know the mothers and daughters who are fighting on the clothes in a way that only sisters before," says Kors.
As much as 9 percent of adult women said they shopped with the girls who are in their 20s have research telephone surveys Group of America, the women interviewed showed last year. This figure was 3 percent in 2007, before the recession, said Britt Beemer, chairman of the researchers.
Mother-daughter shopping "total" results in additional sales, said Jennifer Black, founder of retail research firm shares of Jennifer Black & Associates in Lake Oswego, Oregon. The mother is more likely to spend his daughter because she is with him, and the girl wants to help her mother look "trend-right," she said.
Buy friends
Women are also more likely to be buddies if they live together, said Candace Corlett, president of the New York consulting firm WSL Strategic Retail. Lived about a quarter of Americans aged 18 to 30 with parents in 2012, a proportion that has increased in the past five years, according to the Census Bureau. The unemployment rate for young people aged 16 to 24 was 16.3 percent in June, compared to 7.6 percent for the entire population.
Mothers and daughters are closer than they once were, Kors said, Creative Director of Hong Kong, Michael Kors Holdings Ltd. young women, for their part, are now more willing to take on the fashion tastes of their mother.
"The idea of ??rebellion - which shows how you are different from your parents - seems less important now than when I was younger," Kors, 53, who works in New York, said in an e mail.
Rules of fashion for older women relaxed. In recent decades, mothers do not wear mini skirts, T-shirts or even shorts, Corlett said.
Clothes for girls
"It was this phrase, 'Out in the clothes of her daughter," she said. "That is, they attempt, like the young, what they do not see."
Kors aimed both generations with an array of jet-inspired products, cashmere sweater with rivets shoulder bags in the same store, he said. My Michael Kors Michael line focuses on accessible priced pieces like skinny jeans $ 125 and $ 120 robes, which are an important factor for the young clientele and a pleasure shopping for his mother, he said. His collection of designers become investment objectives, during his watches and jewelery are designed to appeal to everyone, he said.
The role Kors as an important promoter of ageless fashion is to work with investors, too. The shares have risen 25 percent this year through yesterday, more than the 23 percent gain for the Standard & Poor's 500 index consumer goods. Kors closed at a premium of 57 percent for the index yesterday on a price-earnings.
Nordstrom Savvy
Nordstrom Inc. is a target mother-daughter after tilting the department of contemporary fashion savvy cheaper fast fashion in the first quarter, Black said. The new line of expensive Saturday Fifth & Pacific Cos. 's Kate Spade brand debuted four months ago and have a stimulating effect similar to the Pink Label Brands Inc. The Victoria Secret, she said.
Mixed commercial, but not always fun. Tensions can arise when mothers and daughters not on what is appropriate wear disagree, says Paco Underhill, a founder of the New York-based retail consulting firm Envirosell. Beemer, who works in Charleston, South Carolina, says he can not discourage millennium dependent.
"When you get into your 20s, it's a little depressing," Beemer said. "Some do it out of necessity."
For his part, think Kim Anderson, 24, editor of the online magazine, it's "cool" that his mother Buffie, 62, carries on her during her monthly shopping trips to New York. Buffie said she did not mind paying the bill - about $ 300 for their most recent outing.
"I love to see them, these beautiful things in life and happy to be able," she said, "and we have been fortunate enough to be able."