Casual Yes, but Parents Favor Dress Codes
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The International Mass Retail Assn. in Arlington, Va., lists T-shirts, jeans, sweaters, footwear, underwear and, in colder climates, outerwear, at the top of apparel list. Backpacks, binders, markers, pens and pencils and stationery products round out the accessories list.
The IMRA reports that 56% of households with school-age children handle back-to-school shopping in August. Nearly 13% finish the task in July.
IMRA statistics also suggest that 75% of parents bring their 5- to 12-year-olds to the mall to shop for school necessities. But only half accompany their 13- to 16-year-olds, and only a quarter of students over the age of 16 bring their parents along.
Back-to-school shopping is also being reshaped by the growing emphasis on casual, year-round clothing, particularly in sunny climes like California.
“We see far fewer collar shirts being sold,” said Denaut of Brea Mall. “It’s almost all T-shirts, surf apparel and the like.”
Retailers aren’t ignoring needs of students in districts with apparel codes.
The IMRA reports that 61% of parents favor formal dress codes, with 41% of respondents favoring school uniforms. That’s why several mass merchants, including Wal-Mart, Kmart and Burlington Coat Factory, now sell uniforms at select stores.
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Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at [email protected].
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