Introduction

Back-to-school is big business with apparel as the core. Back-to-school (students aged 6-18) and back-to-college (students aged 18+) spending in the US is forecast to reach $80.7 billion this year, according to the National Retail Federation’s (NRF) annual back-to-school survey. As we discussed in our first report in this series, the NRF expects average back-to-school spending of $697 per household, with clothing and footwear accounting for over half of this:

• 34% of spending is on clothing
• 20% is on footwear
• 29% is on electronics
• 17% is on school supplies

This report explores this year’s back-to-school fashion trends and changes in average spending for back-to-school clothing and footwear, and looks at demand for uniforms – a category that is seeing increased competition.

This fall, patchwork denim, graphic stripes, monochromatic and mixed florals are trending. Activewear and sneakers are the categories of choice. We also see an increase in school uniform demand.

Fashion Trends for Back-to-School 2019

1. Patchwork Denim

The stitched-together denim, popular in the 1960s and 70s, is now being reinvented and embellished. Patchwork denim on apparel, jeans, hats and bags is playing a growing role in back-to-school style. Older students/teens want to wear exclusive and stylish denim in and out of the classroom. Many fashion brands and retailers are launching patchwork denim collections.

At the time of writing, all sizes of H&M’s slim regular patchwork jeans are sold out both online and in stores. The jeans are washed stretch denim made using an organic cotton blend, with front pockets and coin pockets for use. Free People’s patchwork mini skirt jumper is also already sold out.

[caption id="attachment_94613" align="aligncenter" width="700"] Source: Free People/Levis’s/H&M[/caption]    

2. Graphic Stripes

Graphic prints have been popular for many years, and this year, graphic stripes are growing in popularity. Originally being applied in the uniform for the French navy, the stripe style has been applied in tees, pants and sneakers, and to many accessories.

Retailers as varied as Forever 21, Nike and Urban Outfitters are offering versions of graphic stripes. Nike is leveraging stripes and athletic wear to produce comfortable outerwear. Urban Outfitters and Forever 21’s stripe styles focus more on leisure wear.

[caption id="attachment_94614" align="aligncenter" width="700"] Source: Urban Outfitters/Nike/Forever 21[/caption]    

3. Monochromatic

The easiest way to start a day is with monochrome, which can be amped up by using ombre (gradual blending of one color hue to another) or multiple textures.

According to Stylishlyme, a fashion blog, some texture combinations we may see this season include denim and chiffon, leather and cotton, suede and silk, and wool and sequins.

[caption id="attachment_94615" align="aligncenter" width="700"] Source: Stulina[/caption]  

4. Mixed Florals

Mixed florals are still popular, especially in dark colors for fall.

Various mixed floral dresses are available in Forever 21 and Romwe.

[caption id="attachment_94616" align="aligncenter" width="700"] Source: Forever 21/Romwe[/caption]    

5. Activewear and Sporting Sneakers

A Google search for student activewear will quickly reveal joggers, sleeveless tops, yoga pants and more being worn not just for school, but for workout, travel, hanging with friends and lounging at home.

The 2019 back-to-school season features all shades of black, red, gray, white, blue, green and neon hues. In prints, we can see various patterns, graphics, slogans, branding and shiny textures. Chic activewear has become a wardrobe staple for students who want to look fresh, unique and athletic.

[caption id="attachment_94617" align="aligncenter" width="700"] Source: Tommy Hilfiger/Champion[/caption]  

Shoes are one of the most identifiable aspects of a daily look – and this is even more so in school. As a variety of sports activities require sneakers with specific functionality exclusive to the sports, we will see demand for a variety of sports shoes this season. Professional training shoes with light cushions are better for basketball, and tennis shoes won’t work for football. White sneakers have been popular, but we’re seeing darker-colored sporting sneakers become more popular as well.

[caption id="attachment_94618" align="aligncenter" width="700"] Source: Finishline[/caption]  

Apparel and Uniform Spending

Apparel: Clothing and Accessories Likely to Drive Back-to-School Spending Growth

Back-to-school shoppers expect to spend $261 each on clothing and accessories, according to a July survey by Prosper Insights & Analytics. This is 4% higher than the average estimated spend last year.

[caption id="attachment_94619" align="aligncenter" width="700"] Base: US Internet users ages 18+ with school-age children.
Source: Prosper Insights & Analytics [/caption]  

Shoe spending is growing modestly, with estimated per-shopper spend up 1.6% year over year to $152, according to Prosper. Sneakers have enjoyed great popularity for the past few years.

[caption id="attachment_94620" align="aligncenter" width="700"] Base: US Internet users ages 18+ with school-age children
Source: Prosper Insights & Analytics [/caption]  

Uniforms Are a Growing Market

Uniforms represent a growing part of the back-to-school market. The percentage of children wearing uniforms to school is up 60 basis points over last year to 26.7%, according to Prosper.

[caption id="attachment_94621" align="aligncenter" width="700"] Base: US Internet users ages 18+ with school-aged children [/caption]  

Key Insights

• Apparel trends this year include patchwork denim, graphic stripes, monochromatic and mixed florals. Activewear and sneakers are popular categories.
• Per-shopper clothing spending is likely to increase 4% year over year, and shoppers plan to spend slightly more on shoes than they did last year.
• School uniforms have seen growth, as more parents report their children wear uniforms.