The purchase of children’s clothing – who has the upper hand? Available to Purchase

This study investigated retail influence on the decision making of both parent and child during the purchase of children’s casual‐wear clothing. Principally, it analyses the impact of influential agents on the buying outcome by examining the parent‐child relationship and the retailer influence in relation to need and motivations. By means of 100 parent and child questionnaires and one retail interview, it was concluded that parents were the most influential in deciding which clothes were bought, but children were found to exert a strong influence. The importance of branding to eight to ten year olds supports previous research in that it is closely correlated to peer pressure and the need to be accepted. Retailers were found to influence decision making mainly by the use of merchandise and branding to attract both children and parents. Recommendations for further research are discussed.