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18 Jan 2017 18:00
ticketing boxoffice Why Burberry is so obsessed with signing celebs’ children as models?
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Blessed with good looks, willowy limbs and flawless complexions (as well as the poise and self-confidence that comes with growing up in the spotlight), the sons and daughters of actors, models and TV presenters are a natural fit for the modelling world.

Indeed, Burberry has proven the perfect springboard for many a star, including Cara Delevingne — scouted in 2012, at 24 she now has a net worth of £14.5 million.

Signing celebrity children is no one-off coup; rather, fashion analysts say employing teenagers with famous parents masks a covert bid to capture the under-18s market.

‘Burberry’s children’s range only goes up to age 14, so using older teens in ads will make its adult range more appealing to aspiring teens,’ explains Charlotte Pearce, an analyst at Verdict Retail. ‘In using these young, glossy teenagers with well-known mums and dads, it is portraying an aspirational, lifestyle family brand that will draw in parents, as well as their children.

‘It’s also capitalising on the “mini-me” trend, which continues to be popular in the luxury clothing market, whereby parents dress their children in lookalike versions of their own designer clothes.’

Burberry, worth an estimated £5.75 billion, can certainly afford to pay its young models more than pocket money (Romeo Beckham, middle son of Victoria and David, reportedly earned £45,000 for a day’s work)— and, in return, it gets a hefty boost to its own sales.

Source: DailyMail













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