ABSTRACT
This chapter begins with an example of the different approaches to shopping taken by young parents as opposed to grandparents and relatives. This distinction is an important one in the retail market for infants. Young parents especially will be on a tight budget and will be looking for good value and good price. This is the sensible side of purchases for young children. But there is also another entirely different market for children's items and apparel. It can be called the extravagant market. This is the market for friends, relatives, grandparents, and sometimes even parents, where price is often no object and where quality, style, and fashion are the bottom line when it comes to shopping. Infants are just like adults. They have more expensive, high-end clothing for when they go out and mingle, and they also have more practical, everyday clothing for around the house. Parents 'dress-up' their children when they take them out.
