Lands’ End Reveals 2010 Back-To-School Survey Results

As fall shopping commences, Parents magazine and Lands’ End report in their 2010 Back-to-School Survey that 75 percent of moms view the season as a “fresh” start time for kids and the entire family. Nostalgia plays an influential role in their buying habits, too, as a majority of moms said they purchase clothing because it reminds them of something they wore at their child’s age. Seventy-four percent of moms said school shopping reminds them of the excitement they felt as a kid, and 65 percent said it was a rite of passage for their children. If that’s not enough reason for designers and retailers to offer eye-catching apparel this season, 94 percent of moms said their kids are somewhat or very involved in selecting outfits.

Finding deals and pieces with perceived value continues to be a priority for moms—especially since many plan to pass down outgrown items. Nearly all respondents said quality and durability were important factors, and most reported price is a key determinate. And despite the temptation to scoop up new trendy styles, 85 percent reported that their children’s back-to-school wardrobe will contain items that have been previously worn.

T-shirts and jeans will remain go-to items on shopping lists this year, according to the results. One in five moms will be shopping for both uniform and non-uniform clothes. As a result, moms said they are looking to shop in places with a complete selection of items and for retailers that offer extended sizes. Seventy-nine percent of moms with kids who wear school uniforms said they plan to shop online.

Kids have an opinion, too. At least half of the children interviewed are fine with using hand-me-downs. Seventeen percent said they were willing to use their own money to purchase back-to-school gear this year. (Of that group, just over half said they actually enjoyed it.) And while friends influence at least 58 percent of kids’ fashion tastes, most said they rely on their parents’ clothing advice.