BY REON CARTER
The Cincinnati Enquirer
Lands' End offers a sleeveless sweater embroidered with a school crest that goes with chino pants and oxford shirt.
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For a lot of parents and kids, the annual tug-of-war over the back-to-school wardrobe has come to an end.
Uniform dressing takes the guesswork out of style dilemmas, and the proliferation of shopping options for uniform pieces has made the task more convenient.
"It's a lot easier than when I had to wear a school uniform," says Sue Thompson of Mount Lookout, who shops for her daughter Sarah, who will be a first-grader at St. Mary School in Hyde Park, and son Scott, entering ninth-grader at Purcell Marian High School in East Walnut Hills.
"When I was in school, we were told exactly where we had to get (the uniforms). We ordered from one place once or twice a year and that was it. No options. I don't have to rely on ordering through the school. I can go to McAlpin's if I want."
Besides McAlpin's, Sears, J.C. Penney, Meijer, Bigg's, Kids "R' Us, Target, Wal-Mart, the Children's Place and Lands' End are among the growing number of department stores, discount retailers, children's boutiques and catalog companies adding uniforms to back-to-school wares.
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KEEP SHOPPING SANE
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Steffen Kraehmer, time management consultant and author of Quantity Time: Moving Beyond the Quality Time Myth (Deaconess Press; $11.95), and Lands' End catalog offer the following tips to help relieve back-to-school shopping hassles:
 Plan ahead to help alleviate wasted time. Decide when to shop and make a list of what you need to buy.
Don't wait until the last minute. Schedule times that are mutually convenient for you and your child and then stick to the schedule. Shop throughout the summer to avoid crowds and to find the best selections.
Establish budget guidelines before pulling out the credit card, to save a lot headaches. Forty-five percent of parents responding to a Lands' End survey said they plan to spend $200-$400 per child this year on back-to-school clothing.
Talk with your child about what he or she wants to wear to school. It may take more time to get your child involved in the process, but parents and kids will be happy when you work together.
Shopping doesn't have to be hard if you incorporate activities that are fun for you and your child. If you're at a mall, grab some lunch at your child's favorite restaurant; if you're ordering from home, thumb through the catalog over a bowl of ice cream.
Find a retailer you trust. To save time and avoid unnecessary trips, shop with a retailer who offers high-quality clothing and footwear and guarantees the products. |
"More options mean you can actually bargain shop," Mrs. Thompson says.
Anne Gilligan of Hyde Park was surprised when McAlpin's began stocking the plaid clothing that is required at her children's school, St. Mary.
"Different schools require different plaids," she says. "So you can't always find the right one at some stores."
Casson Schoolwear & Uniform Co., downtown, provides uniforms for the majority of parochial schools in the Tristate and has a growing share of the private and public school market.
Todd Schulte, Casson vice president, is not worried about new competition.
"We've been in the uniform business for 67 years," he says. "We have a commitment to quality at competitive prices. Because we measure the students and manufacture a lot of the garments here, unlike some of the other stores, it doesn't matter what the child's shape or size is. We make every effort to be sure he or she is outfitted in an uniform that fits appropriately."
Uniform dressing long has been a staple at private and parochial schools, but has become increasingly popular in public schools since President Clinton endorsed the idea in his 1996 State of the Union Address. He did so again this summer in a speech at a convention of the American Federation of Teachers.
In 10 states, more than 25 percent of elementary and middle school students attend a public school where uniforms are being worn (11 percent) or where the policy is under consideration (15 percent), according to a 1998 survey by the National Association of Elementary School Principals. New York city schools is the largest district in the nation to adopt uniforms.
Approximately 30 Cincinnati Public Schools' elementaries have adopted voluntary uniform programs since 1996, when the district gave schools the option to require or strongly encourage uniforms. Proponents say uniform dressing eases awareness of economic differences, reduces distractions in class and lessens the angst of trying to keep up with expensive or trendy labels.
The concept of what's considered a uniform, however, has been relaxed, particularly in the public schools.
Girls uniforms of skirts, blouses, jumpers and dresses are available at Sears.
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"It's more like a dress code," says David Fox of Fox Clothing downtown, which began specializing in school uniforms four years ago. "It might be more about color and style. All the details don't have to be exactly alike."
Recommended bottoms generally are cotton twill or chino-style pants or shorts for boys and skirts, shorts, skorts, jumpers and pants for girls, all in easy-to-find solid colors, such as navy and khaki. Popular top styles include oxford, turtleneck and knit polo shirts in white, red or navy.
"We've tried to incorporate a bit of fashion," says Mary Ann O'Rourke of Sears. "It's not just about the boring white shirt with the Peter Pan collar. Girls are enjoying the opportunity to wear more sporty, knit tops. They also like little touches, like side zippers on the skorts."
Sears began dabbling in the uniform business in 1990, Ms. O'Rourke says. Between 1996 and 1997, the store's uniform sales doubled. While many of the retailers jumping into the school uniform market feature their largest inventory during the peak months of June through September, stores such as Fox Clothing, Sears and Kids "R' Us promise to keep a steady supply throughout the school year.
Lands' End, which launched its uniform program in its catalog and on its Web site last year, has the added advantage of allowing customers to shop 24 hours a day.
Keeping a child in uniforms should not cost more than regular clothes, retailers say.
"It can actually be much cheaper," Mr. Fox says. "For example, you don't have to buy bottoms for every day of the week. Your child might do fine with two or three pairs of pants."
Children's Place stocks basic skirts, blouses, turtlenecks and jumpers.
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Mrs. Thompson believes parents shopping for bargains shouldn't compromise on convenience.
"There are certain things I keep mind when I'm deciding if I'm willing to pay more," she says. "If a pair of wrinkle-free pants costs a few dollars more, I'll go ahead and pay for the ease of pulling them out of the dryer without having to iron them."
Mrs. Gilligan has learned to weigh school clothing features, such as reinforced knees in pants.
"They might not break through or get holes in them," she says. "but the fabric might get shiny in the knee area with wear and have to be replaced anyway."
Christine Doyle of Amberley Village, whose daughter will be in second grade at Nativity School in Pleasant Ridge, recommends checking out school shops or attending end-of-the-year uniform swaps sponsored by many schools.
"A lot of schools offer this option," she says. "And this is probably where parents will find the best bargains. A new jumper is usually about $30, but it's not unusual to find one for $5 or $10 in pretty good condition because someone outgrew it."
