Four out of 10 children are now dressed in designer clothes by the age of two, a survey has found.The report goes on to say "Thirty nine per cent felt it was their 'duty' to keep their children up-to-date, with more than a third worrying that their child would be bullied if they were not wearing the 'right' clothes."
The average child has more than 154 items in their wardrobe, worth £1,677, and shoes worth more than £190, according to the research.
It also found that the average parent admitted buying more than 64 items of new clothing for their child in the past year, with 66 per cent saying they had bought their children clothes which had been worn only once.
It also installs in these children an expectation of always having the best at no cost (to them) - which comes as quite a surprise when they grow up and have to buy it themselves.
Many of these parents might also consider themselves as either 'green' or at least aware of environmental issues, while happily purchasing an item of clothing which has travelled around the world, for their little precious to wear only once.
Sadly, this is not a lesson that parents seem keen to teach their children.