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Focus on school essentials

DUBAI — Getting kids back to school can be expensive as parents have to buy the latest runners, designer jeans and new gadgets that are costlier by the year.

As schools across the UAE reopen this week, shopping for new stationery, uniform and books becomes a necessity for all parents.

Shopping for his seven-year-old son, R. Pasupathy said: “Buying branded products for smaller kids is not a good idea. Most of the time, kids outgrow their shoes and clothes in a couple of months and the brand becomes worthless. Instead of branded shoes or bags, I prefer to buy products that offer value for money and are durable.”

While shoppers look for affordable brands, retailers are looking to cash-in with back to school promotions and discount offers.

Vijay Samyani, Managing Director, Concept Brands Trading said, “Since the schools re-open this week, we expect a huge rise in the demand for school items and stationary.”

He added: “Nowadays people look for brands at affordable prices. Shoppers survey the market as they hunt for the best deals and where they can buy for less.”

Most parents say kids are not brand-conscious when young but as they enter high school, kids demand branded products, as it becomes a prestige issue among classmates.

Echoing the growing brand consciousness among his kids, Chris Varghese said: “All the kids want new stuff when they return to school.

“Children are more interested in buying branded products that feature cartoon-characters and
look good to the eye,”

muaz@khaleejtimes.com

• UAE