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Lands' End designs 'Mix to the Max' for back-to-school
18
Jul '08
This back-to-school season, money does matter. When 800 moms were polled during a recent online survey conducted by Lands' End, 65 percent said they plan to set a budget for back-to-school shopping with the majority of moms not planning to spend more than they did for the 2007 school start.

Of those moms, over three-quarters (78 percent) said shopping budgets will potentially be affected by the cost of living and the price of gasoline.

Most moms (36 percent) plan to spend between $100 and $200 and almost a quarter (23 percent) estimate spending $200 to $300 per child this back-to-school shopping season. Only five percent of moms plan to splurge with over $500 per child.

When asked what the number one priority was for back-to-school shopping, 40 percent of moms classified themselves as "A Deals Diva" seeking to buy the maximum for the minimum; 35 percent consider themselves "A No Nonsense Necessities Gal" buying only what their child needs; 23 percent are budget followers referring to themselves as "A Smart Cents Shopper" and only one percent admitted to being "A Frivolous Female" buying whatever their child wants.

In what seems to be a disposable world, it could be easy for parents to cut corners and avoid purchasing high-quality back-to-school clothes for their children.

However, over half of the moms (53 percent) said they plan to buy items that they can pass down from older children to younger children.

And, the majority of moms stated they are looking for kids' clothing that fits well, can be worn for multiple occasions and is age appropriate to get the maximum wear during the school year.

This back-to-school season, moms can maximize their budgets and their child's wardrobe options. Lands' End has designed "Mix to the Max," a new collection available in a maximum variety of sizes and styles that allows kids to create multiple outfits using only a few items, an idea that 84 percent of moms favored.

"In addition to helping parents easily find great-quality clothing at an amazing value, Mix to the Max will also help save time in the morning; kids can confidently dress themselves because all pieces were designed to be age and school appropriate along with coordinating perfectly," said Tara Ellef, senior vice president of merchandising for Lands' End.

When asked what product features would provide the maximum wear for their child, the majority of moms (51 percent) said stain-resistant fabrics along with other easy-care fabrics are their number one choice.

The new back-to-school selection from Lands' End boasts these features plus many more; including wrinkle- and fade-resistant fabrics, pants with reinforced knees and adjustable interior waistbands that provide maximum wear and
durability for the entire school year.

Most moms (44 percent) said price is extremely important when deciding on back-to-school clothes, but some back-to-school itemsjust make "cents."


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