Washington, Sept 16 (ANI): A new study has claimed that brands and logos are very important for some children, and that it is brought on by family attitudes, peer pressure and celebrity culture.
Dr Jane Pilcher, a sociologist at the University of Leicester, has based her study on the influence of fashion on youngsters between the ages of five and twelve years.
"There are a variety of fashion influences on children and you can't ignore the pressures from their peer groups, especially friends of the same sex, and their ideas of what is cool," she said.
While Dr Pilcher agrees that there are worries surrounding children and fashion, yet she believes it would be unrealistic to expect the nature of childhood to stay the same when society itself is changing and becoming dominated by consumerism and the celebrity culture.
She also believes that youngsters do remain children in many ways and are saved from prematurely becoming teenagers because of the greater controls and intervention that are exercised by their parents.
"I would emphasize that we should be looking at what parents buy for their children and the negotiations that take place round that consumption," she said.
"Parents might give in and buy something they don't necessarily approve of but they can place quite heavy restrictions as to where that item of clothing can be worn.
"For instance, the child might only be allowed to wear a glittery off-the-shoulder top in the safe, monitored environment of the school disco and not anywhere else," she stated.
The study, co-funded by the Economic and Social Research Council and the Arts and Humanities Research Council, also found that even very young children have a great deal of knowledge about the clothing retail sector and know exactly which shops will sell the kind of clothing they want.
The findings of the research on children and fashion have been recently reported in the international journal, Childhood. (ANI)
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