Laundry list of factors shape kids' clothes

NEW YORK -- They've got small bodies -- and even smaller allowances -- but children have big choices when it comes to clothes.

There are both trendy togs adapted from the hottest adult runway styles and durable garments that can withstand some of the unusual tests a toddler or elementary school student might put them through. Designers and retailers are now aiming to blend the two together.

"Kids are understanding branding very early, for food, apparel and stores, and we want to be there," says Todd Howard, president of the Tommy Hilfiger Jeans division that includes childrenswear.

Children also are more design-savvy, leaving room in the closet for things other than T-shirts, jeans and hand-me-downs.

"Kids are more modern in their dress but, remember, younger parents also are modern in their dress and kids today have parents in their 30s and 40s," Howard says.

As children are exposed to more media and, therefore, more styles of dress, they process their likes and dislikes at a younger age, Howard says. One of the first decisions a child will make on his own is to refuse to wear something, he notes.

And the top reason kids won't wear something isn't because it's not their favorite color, it's because the garment is uncomfortable, adds Betsy Thompson, spokeswoman for Talbots Kids.

Choosing the right fabric for a child's garment means careful consideration of the feel, the washing method and its life span.

But color is still very important, says Thompson. Girls today are in a purple phase, wearing every shade from violet to lilac, and they also seem to like yellow.

But it'll be a few years before mini fashionistas adopt black as part of their uniforms: "We do well with certain items in black but it doesn't appeal to a little girl until she's old enough to see it as 'cool.' Parents don't like it because they see it as severe," says Thompson.

Primary colors are always "in" for boys but the modern take is combining navy blue with either yellow, gold, red or green stripes to look like athletic uniforms.

"Boys like a sporty flair," she observes. "They like zippers and pockets, things that are gadgety but not fussy."

Girls, however, follow trends -- and even help set them -- from a young age.

For spring, Thompson predicts the man-style shirts (a la Calvin Klein women's runway show) that can be cinched or tied at the waist will be popular with girls, especially paired with bottoms that have either embroidery or ribbon trim at the waistband or cuffs. Florals are always a favorite, but, following adult fashion looks, the flowers will be big and splashy this season.

However, there are some children's styles that are part of Talbots Kids every year and, every year, they do well, according to Thompson, including party dresses for girls with details such as Peter Pan collars and smocking; girls' cardigan sweaters; and polo shirts, T-shirts and crewneck sweaters for girls and boys.

Designing and manufacturing kids' clothes is unique because there are two customers -- the parent and the child, says Jimmy Rosenfeld, president of Sean John Boys.