Buying clothes for children is more difficult than ever before
The age when children first have a tantrum over what clothes to wear has fallen from 5.5 to 3.5, new research has revealed.
Similar drops have taken place in other key childhood moments such as sulks over choice of school shoes, and later, the first blazing argument over their choice of make up, hair length and skirt length.
The trend emerged during a study conducted by high street store Debenhams who matched the ages of children against the difficulty parents experience when buying clothes for them. They wanted to find out why so many parents – especially dads – are now asking their team of in store personal shoppers for help during children’s clothing shopping trips.
Said Debenhams spokeswoman Adam Rose: “Despite what many eminent child psychologists say, it is clear that parents today have it much tougher than the previous generation.
“Children now want to take control of what they wear at a younger age than ever before. While it says a lot for their confidence, the results can often lead to tension with parents.”
The findings come just as millions of parents all over the UK are starting to buy Back to School wardrobes for their children.
Debenhams conducted the research by asking customers with several children about when key moments occurred during each child’s upbringing, showing how things had changed over the past ten years.
The results show that:
The first toddler tantrum over what clothes to wear to nursery now occurs at 3.5 years old, compared to 5.5 years old ten years ago.
The first dispute over what choice of school shoes now starts at seven, as opposed to 8.5 years old ten years ago.
The phrase: “You’ve ruined my life “ is now commonly levelled at parents by children aged nine, as opposed to 11.
Arguments over cosmetics and skirt length now begin at 12 as opposed to just over 13.
And the cutting accusation: “You’re so embarrassing” is now frequently made to parents during shopping trips by children aged between 12 and 14, as opposed to 15.
The results of the study have enabled Debenhams statisticians to compile a graph, showing at what age children are at their most difficult during clothes shopping trips.
For girls, the slope of the graph increases steadily, reaching a Peak Of Awfulness at the age of 13, before falling away again rapidly as parents reluctantly agree to give them more control over their wardrobe.
For boys, the early part of the graph slopes much more moderately, showing that they don’t seem to care that much about what they wear up until the age of nine.
However, it then spikes dramatically, between the ages of 11 and 15, coinciding with secondary school, when being with “ the in crowd “ and looking cool suddenly becomes essential. Their Peak Of Awfulness occurs at 14-years-old, but falls away much more gradually, since mothers tend to choose their sons clothes for them much longer than their daughters.
Choosing school uniform caused the most arguments overall, with skirt length and heel heights the next two tension topics for girls, while boys are most bothered about snapping up expensive trainers and designer shirts.
Said Debenhams Adam Rose: “There’s no doubt that the popularity of teen style icons like One Direction, Justin Bieber and Little Mix are having an effect upon children’s awareness of fashion.
“A desire to look good and to fit in with cool friends has always been there, across generations, but the speed with which children now want to take control of their wardrobes has increased dramatically.”
Customers can enjoy buy one get one half price on all schoolwear and Bluezoo clothing between 16-27 August at Debenhams stores nationwide and 20% off online at debenhams.com.
Facebook fans can also received an extra 10% off all childrenswear (excluding concessions) from 16 – 19 August.