For me, it's practicality (I'm that kind of person and it's top in my adults' clothes list too). Easy to wash, easy to wear, good quality hard wearing so it lasts and withstands high activity usage. And if it could be unisex please so it can be passed on to siblings who may not be both girls as in our case, wouldn't that be good?
I've said it before that I don't like children's clothes that are too gendered. I mean, I do like a pretty dress, and I totally go along with my girls' love of dressing up, playing princess and ballerina. But it really gets me when I go to a clothes shop and there's not one decent girls' coat that keeps them warm and dry rather than look pretty.
So along comes Polarn O. Pyret and sends me some clothes to review, I'm one happy bunny I can tell you. Polarn O.Pyret ticks all the above boxes, plus the clothes are made from organic cotton and grow with your child. It's all about quality, durability and a style which is mostly (but not exclusively) unisex and still looks great on kids.
Bottom line is I'm in love with their range.
Yes, the clothes cost a bit more than other ranges, but if you consider they grow with your child, are hardwearing and can be passed on to siblings even if you have one each... suddenly it doesn't look quite so dear anymore.
So we tried and tested a size 3-4 outfit for Snowflake (who is still in 18-24 months clothes) and although there is LOTS of room to grow into, they also can be worn already. Same for Cubling - size 6-8 years for my 5 year old and already good to go with clearly space to grow into.
And then look at this awesomeness:
You can find Polarn O. Pyret at your local Fraser's or online at www.polarnopyret.co.uk and with the offer code in the picture above (just click on it), you'll get 15% off your first order on full priced items. You can also follow PO.P on facebook.
Disclaimer: I received clothes samples to review. All opinions expressed are as always mine.