SIOUX CITY | When does a child become conscious of brand names?
According to Mavis Klein, a special events coordinator at Younkers, it happens earlier than you think.
"Children like the same brand names as their moms and dads," Klein said in the back-to-school section of the Southern Hills Mall store. "If the parents like Under Armour, so will the children."
Apparently, Under Armour -- a Baltimore, Maryland-based clothier that specializes in footwear, sports and casual apparel -- is making the grade for people of all ages.
"It seems to be our go-to brand since Under Armour is popular with both girls and boys from elementary school to high school," Klein said, straightening a race of shirts in the boy's department. "Let's just say, your kids will likely be decked out in Under Armour from head to toe."
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However, Under Armour isn't the only brand when it comes to back-to-school fashions.
Klein said such evergreen names as Adidas, Dockers and Ralph Lauren's Polo brands will never go out of fashion for the scholastic set.
Younkers employee Mavis Klein sorts through clothing at the retailer's store at Southern Hills Mall in an August 2017 file photo. As part of the bankruptcy of its parent company, Bon-Ton Inc., Younkers is liquidating all merchandise at its stores, including the Southern Hills store, which has been an anchor at the mall since it opened in 1980.
Plus you can't forget all of the T-shirts, book bags and backpacks that bear the likenesses of favorite pop culture characters.
"Young boys are still into superheroes while young girls are still into characters from (Disney's 2013's animated movie) 'Frozen,'" Klein said.
Wait, isn't there anything on the pop cultural horizon that would appeal to both sexes?
Klein thinks for a moment before coming up with the perfect example: emoji.
Grabbing a jacket that boasts patches representing smiling faces, animals and readily recognizable symbols, she said such emoticon-equipped clothing passes the test for both girls and boys.
"Personally, I don't understand the appeal (of emoji)," Klein admitted. "Yet if the kids like 'em, so do I."
One fashion trend that Klein actually gets is the one toward frilly and feminine flocks.
The bohemian look is back for both moms and their daughters, according to Younkers' Mavis Klein. "Frilly, feminine tops will be a popular trend this fall" she said.
Venturing into Younkers' girls clothing section, she shows peasant tops that wouldn't look out of place in Haight-Ashbury during the 1970s.
"Put this in the 'everything old is new again' column but I definitely remember wearing these Bohemian-style blouses when I was younger," Klein suggested.
Which brings up an interesting predicament. When parents buy back-to-school duds for their kids, they're also purchasing garments that also appeal to them.
"Mom might be into the Soho hippie look and she'll pick up a similar top for her daughter," Klein allowed. "Dad might remember the 'Teenage mutant Ninja Turtles' T-shirt he wore as a boy. So guess what dad gets his young son? The very same thing."
Of course, that only goes so far.
"Because of TV, music and, especially, the internet, young shoppers are savvier than ever about fashion," Klein said. "Clothes are a perfect for young people to express themselves, apart from what anyone else thinks."
Younkers' Mavis Klein pulls together a "pretty-in-pink" ensemble that would be perfect for any preteen. Klein said children often express individuality through clothing choice and often get ideas from popular movies, TV shows and fashion websites.
When does a girl begin to express her individuality in clothing?Â
"I think around the fifth grade," Klein said without much hesitation.
OK, when does a boy begin to experiment with fashion?
"Well, some guys never want to change things up," Klein admitted. "Clothes become like a uniform for them. If the clothes are comfy, they're all set to go."
And that's fine by Klein.
"I've always like this time of the year because it's fun to keep tabs on the trends," she said.
Looking over racks of emoji-related clothing next to nouveau retro tops, Klein said there's apparel for every taste.
"New clothes and a new look go together with a new school year," she said.Â

