Before Kyleigh Roberts and her BFF Brooke Kato go back to school they need Juicy Couture tees and a FooFoo Roxy backpack. Before Taylor Haste enters High School, she needs to find the most unusual backpack and just any brand wouldn't do.
Today, kids as young as 9 want clothing labels such as Juicy Couture, Coach Handbags and brand-name shoes.
Who's buying it?
The International Council of Shopping Centers expects back-to-school sales to grow 5 percent.
According to ICSC's spokesperson, luxury goods were up more than 10 percent two years ago and still rising to date.
ICSC says the wealthy have been less affected by economic shocks such as surging gas and housing prices than those on a tight budget. So when it comes to back to school, those who shop for luxury goods will also buy high-end items for their kids. But Michelle Roberts and 12-year-old daughter Kyleigh have compromised on discounted designer labels.
"She likes the names," Michelle said. "But I like the prices. Just because they're into designer labels doesn't mean they get all they want.”
When Michelle takes Kyleigh shopping, she gives her a limit to spend. She may decide to spend that money toward a Coach handbag or $100 on Kitson shoes from Laguna Beach. Either way she has to make the best of her money every time she goes shopping.
Falling for Juicy
But where did the desire for designer duds begin? Is there peer pressure to look good in grade school or are tweens just following some of the fashion trends of celebrities they see in magazines like Taylor Swift, Miley Cyrus, Paris Hilton and Nicole Ritchie?
Tweens say there’s no peer pressure, they just like to look nice. Mothers have a different conclusion. Some parents think it’s based on the environment in which their child is raised. For instance, they belive if they live close to L.A. and Hollywood, they’re children are bound to see all the designer looks on shows like, “Hannah Montana” to anything on the Disney Channel.
The Look
Neither Brooke nor Kyleigh receive a weekly allowance, their mothers said. Shopping is done every now and then and designer shirts are pretty high on their list.
Sporting everything from pink and light blue shirts, ballet shoes, and a brown tee that reads "The Princess Carriage" by Juicy Couture, the girls seem to know what to wear and what not to wear. "If it's cute, I don't care where it's from," Brooke said.
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