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Olivia is definitely brand conscious. She is very good about shopping sales and clearance though. We also shop Plato's Closet and other resale shops. Kayla at 10, has very little interest in brands-she wears shorts and T shirts almost every day. Shw prefers the fun graphic Ts to the ones with the brand splashed across the front. Luckily for my girls, I have a work friend who has a daughter in college who purged her closets before going to school in the fall. They gave Olivia and Kayla 5 or 6 big tubs of clothes and shoes. This has allowed us to only need to buy filler pieces this past year.
Up to this point David hasn't cared one way or the other, but recently he has been wanting to shop at Hollister's. We've never even gone into the store before. Mostly because I have allergies and am very sensitive to fragrances and I can smell fragrances just walking past the store in the mall. Apparently a lot of kids at school wear t shirt and hoodies that say "Hollister" so now he wants to shop there. I've been dreading this stage.
We rarely ever buy new clothes for the girls. They go to a school that requires a uniform and the rest of their clothes we get from hand me downs and consignment sales. Peer pressure about fashion isn't really an issue for them thankfully.