My niece and nephew went shopping with their granny so that she could buy them something for Christmas. Rather than going for the easy option of a voucher or just giving them the money she wanted to join them on a shopping trip so they could chose something they like. As I understand it they went to a few stores before they both found Adidas jackets they wanted – simple zip jackets which granny thought would be a reasonable purchase. However I think granny almost fainted when they got to the checkout as the two tops came to £120!
Premium branded clothes and shoes are expensive, partly because they are better quality than lower end brands but also because of the perception of exclusivity. Not everyone can afford a premium brand and therefore if you can it tends to be recognised in the peer group. I was also shocked when my niece revealed how much in savings she has accumulated thus giving her real spending power. She makes her purchases quite carefully and is very aware what brands are cool in her particular group and decisions are based on not only what she thinks about products but also what her friends think and what they have bought.
Both my niece and nephew have internet access but they tend to do most of their shopping in real shops and this is probably because they do most of their transactions with cash. [Read more...]