My First Year as a Back to School Parent – Shopping for School Uniform
Having spent three years buying the Back to School stationery range for a well known retailer, this year I have become a member of the school mums’ club. Whilst my son doesn’t require his own stationery items for school yet, I have stepped into July with a clear mission before September; kit my son out with his first school uniform.
I have to say I am a very laid back person who probably would have left the whole mission until the end of August, however back in June I was alerted by a particularly organised mum to a 20% off promotion at M&S.
Every item on my son’s uniform list has to be purchased from an independent uniform shop, other than the shirts, shorts, shoes and PE kit.
I walked into M&S thinking it would be an easy choice, unaware that there were about eight different styles of shorts to choose from; slim, skinny, regular, cargo, pleat front, flat front, easy dress, kind to skin fabric, with or without crease resistance. The shirts were a similar minefield. I started to wonder whether I needed to walk away and research the options, potentially meaning that M&S could lose my custom by offering so much choice.
How much of a retail offer is over-optioned to be seen as best in the market and could too many options mean you risk losing a customer all together?
IS A PEN JUST A PEN?
I wonder for those parents amongst us who aren’t immersed in the stationery industry, whether a pen is just a pen? Having spoken to my fellow school parents most of them approach a stationery offer knowing the product and brand that they want.
If they are faced with a wall of new innovation it simply confuses them. I am realising how important it is not to overload the customer and understand that often we just want the tried and tested option.
BRANDED VERSUS OWN LABEL STATIONERY
When speaking to parents about branded versus own label stationery the item that has come up again and again in conversation is the Berol handwriting pen.
Several parents have told me that they shop around to check the price of this item. It is also the main branded item that parents are unwilling to swap for own label. Parents said that they felt the own label versions would likely leak and they didn’t want their children’s work ruined or the hassle of cleaning or replacing their pencil case. Parents are much more likely to purchase branded pens and own label accessories due to the importance of quality and design. Overall it is very clear that the main attractions to a certain retailer are the prices of particular branded items and the design ranges available.
THE INFLUENCE OF OTHER PARENTS
Being new to the school scene I have definitely realised the influence that other parents have on your back to school decisions. Since mid June the conversations at the school gate have been focused around school uniform; discussing and analysing the quality of Tesco shirts and the price of John Lewis shorts. School parents definitely work together, influencing and giving tips to each other about where and what to purchase. In a recent focus group I led doing research for the Bright Disposition Back to School Report, one mother very honestly explained that she buys branded products for her children’s school pencil cases but all their home stationery and craft is own label. I found this really interesting because it shows the power of peer pressure even in adults. This again highlights the importance of great prices for branded products.
We will be writing blogs about the Back to School market throughout August 2017.
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https://www.bright.studio-key.co.uk/back-to-school-market-research/
