Boom of `Baby Luxury`

Choi who is a housewife and office-worker, purchased one set of 15 diapers produced by ‘Babynen’, Japan, and an electric breast pump of medela, Switzerland in the Internet shopping mall. Their prices were 410,000 won and 980,000 won respectively. She said, “I bought them because they are good for a baby’s skin in spite of a very high price.”

Hyun-Ji Sling is the Internet site of baby’s goods. ‘Sling’ shown each Monday was out of order for 4 weeks. ‘Sling’ is a kind of fashion wadded baby wrapper. It was designed to put the baby’s legs into a desired pose and to coordinate with mom’s clothes. The price of Sling made by designer is higher than 120,000 won.

Ms. Yun, who is the full time housewife (32·Heukseok-dong, Dongjak-gu Seoul) purchased a car seat and baby carriage produced by ‘Combi’, Japan for her 100 days baby. The price of the car seat was 990,000 won. She bought it because the seat could revolve at 360 degrees and there was the seat belt of parachute type. The baby carriage was purchased at 350,000 won.

Many parents want to raise their babies as ‘luxury baby’. The situation was caused by ostentation of parents and trick of the trade.

Also, the Internet sites which sell the luxury products, has increased to 100 sites rapidly. Large companies such as ‘Namyangi opened in August have started this business. According to Korea National Statistical Office, the e-commerce scale of infant consumers goods is estimated at 85 billion won the year.

Park Hee-yeon, CEO of ‘Kids King’ Site said “Mums who prefer to popular imported brand, sometimes pay over 3 million won for diaper, breast feeding goods and baby food.”

As the baby food, Wakodo of Japan is popular. Reported that the Crown Princess of Japan Imperial Family fed her baby daughter, it started to become popular. According to Korea Customs Service, The import of powdered milk increased to USD 21.52 million in 2001 from USD 9.38 million in 2000, increased twice. It is forecasted that the year will show the similar trend. The luxury baby’s clothes of the department store have been sold well. In the main branch of Lotte Department Store, the store of Oilily had 57 million won in August, and sold over 80 clothes considering that the price of suit was over 700,000 won. It is big amounts of sales when considering that the sales of ‘Giorgio Armani’ were 91 million.

Lee Sun-hyeong, a professor of Seoul National University (Department of Consumer, Child, and Family Studies) said, “The wrong expectation and vainglory psychology of parents seems to call a syndrome of baby luxury. It is hard to say that the high price baby’s goods can affect on the baby emotionally.”

In-Jik Cho cij1999@donga.com