Michelle Franco has changed the way she shops for her daughters’ back-to-school clothes.
She plans to spend about $200 each on each girl — about half what she spent last year. And she’ll be pushing for practical over trendy.
“My kids are very aware of what’s going on in the economy, and they know how tiffany ring they are to get something new” for school, she says of her daughters, ages 11 and 13. “I want to save money and get them clothes that will last for more than one season.”
She did buy both girls some jeans and dresses at their favorite store, Forever 21 — thanks to a buy-one, get-one-half-off sale. “They can still get a few trendy pieces, as long as they’re on sale,” Franco says. “We’re also looking in thrift stores and consignment shops to see what we can find.”
Franco is not alone in the hunt for back-to-school bargains. According to the National Retail Federation, four out of five Americans have changed their shopping plans this year, with more than half of them saying they are either looking for sales more often or spending less overall. Back-to-school spending is expected to drop by 8 percent this year.
“It’s all about the sales and clearance this year,” says Lauren Wilkett, who was at International Plaza recently with her daughter, Barbara Nelson. “We’ve been hitting the sales for a while.”
Nelson, 16, easily rattles off her back-to-school must-haves: skinny jeans, plaid shirts and Converse sneakers.
“It really doesn’t matter what it says on the label,” says Nelson, who heads back to Sunlake High School on Monday. “If it looks good, that’s what counts.”
Wilkett says she plans to buy her daughter a pair of skinny jeans at the higher-priced Hollister Co. (she likes the fit) and some plaid shirts. But she’s also hitting stores such as Ross, Marshalls and Target for blouses, T-shirts and other pieces.
“I know what she has in her closet and what she needs,” says Wilkett, who inventoried her daughter’s clothes before hitting the stores. “I’m very aware of what I’m spending. And I won’t spend what I used to.”
Retailers know price is key this shopping season, and they’re determined to win over reluctant shoppers during the second-biggest selling season.
“In this tough economy, retailers know they have to offer real bargains,” says Paige St. Jeor, Return to Tiffany Heart tag ring and juniors’ apparel buyer for www.overstock.com. “Parents are looking for quality and value in back-to-school shopping. We offer 30 percent to 60 percent off department store prices.”
The current economy seems to have spurred a revival of some classics that will get a lot of wear instead of super-trendy items that don’t offer much bang for the buck.
Overstock has seen an increase in sales of fashion staples such as denim jackets, skinny jeans, sweaters, tunics and button-up shirts, St. Jeor says.
She recommends parents check out of what’s already in their child’s closet, and look for a few trendy items to update the look: scarves, this season’s sneakers or some fun but inexpensive jewelry.
MaryRose Bilello, Burlington Coat Factory’s youth fashion expert, suggests parents invest in a classic plaid button-down shirt for both guys and girls.
“A fitted buffalo plaid shirt is very versatile for a girl,” she says. “It can be structured by tucking it into a high-waisted skirt or kept casual by pairing it with destroyed jeans. A bright-colored plaid shirt on a guy looks sharp throughout the seasons, whether it is buttoned up or open, or with a graphic T-shirt underneath.
“Everyone is looking for pieces they can buy now that are going to last several seasons and tiffany earring look fresh,” says St. Jeor. “It’s really about getting the best deal on quality pieces.”
Reporter Cloe Cabrera can be reached at (813) 259-7656.