How much will you spend on new clothes
this fall? According to the U.S. Census, Americans
spent $7.5 billion on back-to-school shopping in
2007, or roughly $140 per child. With prices
everywhere on the rise in today's economy,
Americans are looking 
for ways to get more for
their money from brand names they know and trust.
Shopping for back-to-school clothes is a
proverbial tug-of-war between parents and their
kids. Parents want great value from outfits that
will last throughout the school year, while kids
mostly just want to look "cool."
From adjustable waistbands to shoes that
are two sizes too big, parents are constantly
looking for ways to stretch their back to school
purchases so boys, especially, won't outgrow their
clothes too quickly.
In Spring 2008, Signature by Levi Strauss
& Co. conducted focus groups involving 11 and
12 year old boys and their parents to find the
driving factors in buying new jeans for fall. They
have to be in style, fit well, and come in a
variety of colors with functional details like
zippers and cell phone pockets. More than anything
else, parents just want to buy what boys like and
will actually wear.
"If parents buy jeans their kids
will 'grow in to,' chances are the jeans will sit
in the back of their closet and be
forgotten," says Christine Chun, manager of
consumer insights at Levi Strauss & Co.
"Boys want to be accepted by their friends
and classmates, and this means finding jeans that
are stylish and fit well."
Taking the results of the focus groups to
heart, Signature by Levi Strauss & Co.
designed boys' jeans for fall with the durability
parents are looking for, and the styles boys want
too. Carpenter and loose fit jeans with sturdy
construction, a comfortable baggy cut, and secure
pockets for carrying anything from rocks to mp3
players are now available at Walmart, Kmart and
Target stores. Parents will like the price too;
all jeans retail for $15 to $18 each.
Girls on the other hand, tend to care
more about what's in fashion right now, not what
will last throughout the year. This can pose an
even greater challenge for parents to keep their
daughters in style without buying a whole new
wardrobe every season. In conjunction with
purchasing back to school supplies, which
according to the U.S. Census Americans spent over
$2.3 billion in fall 2007 at stationary stores,
new clothes in the fall are often the only option
that fits the family budget.
"A parents' best bet for girls is to
buy a classic five-pocket style jean you can dress
up," says Claire Raiklen, licensing manager
at Signature by Levi Strauss & Co. "With
cute, feminine details like back pocket stitching,
bootcut or flare leg openings, and other unique
embellishments - girls will love them and they
won't go out of style."
Girls jeans are available for under $20
at Kmart and Target stores. Parents can also
purchase jeans for themselves for under $20, in
traditional straight and relaxed fits for men and
fashionable wide-leg trouser styles for women. For
more information on Signature by Levi Strauss
& Co., visit http://www.signaturebylevistrauss.com/.
Courtesy of ARA Content
