Parents these days have a lot on their plate, not least an increasingly digitized, discerning set of kids fast approaching term time. The issue at hand? Fashion matters for school-age children (5-18) more than ever, but the economic climate is testing parents’ wallets.
For retailers and brands wanting to tap in, differentiation will rely on newness and innovation. “The back-to-school season is the second biggest time period of retail sales each year, behind Christmas, and so far, the results have been encouraging,” says Dana Telsey, CEO of Telsey Advisory Group.
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