COOL

Stock up now on classic fall favorites with a soft touch.
This season's most desirable Cobble Cuddlers styles
are now available in a variety of sizes and colors at
your nearby Phillips Shoe Store. Slip into the
comfort of Botany...the casual shoe fashioned
of glove-soft leather and cushioned contouring
to caress your every step. Or choose the
Totem...the comfortable leather flat that
makes you fast on your feet with woven
and stitched detailing for added flair.

7-10,11

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6 1/2-10,11 ' 510,11,12 5-10,11

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7-10

6 1/210,11

5-11,12

6-10,11

6-9,10

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6 1/2-9,10

Special orders available. No extra charge for
large sizes. Sizes may vary by store.

Take another look...you'll be surprised.

NORTHLAND • EASTLAND • WESTLAND • SOUTHLAND
ANN ARBOR • FLINT • TOLEDO

128 FALL '87

says Friedman. "It's the same
with pre-teen girls; older teens
are their role models. We use
role models that are often unat-
tainable; it doesn't matter that
they be realistic."

Dr. Schweiger agrees that role
models are an important factor
in teenage buying habits.
"Teenagers look up to certain
adult figures; they start idolizing
certain people, like movie stars,
athletes, rock singers. They are
looking up to these people as a
substitute for their parents. It
stands to reason that TV has a
great impact on teenage buy-
ing. Glamorous TV characters
influence new looks. An
example is last year's 'Miami
Vice look.' "

Brand names that are
glamorous and offer the wearer
a new found status are often
popular with teens. "Brands are
something to look up to," says
Schweiger. "Teens are conscious
of their station in life and con-
cerned with being in the right
group."

According to Elaine Siegal,
owner of Complaisant, located
in Loehman's Hunter's Square in
Farmington Hills, her "fashion
forward" teen buyers want an
up-to-date look. Mothers and
teenage daughters buy the
same clothes. "Our teenagers
are very sophisticated." Siegal's
biggest selling brands are ID#,
Kick-It, Guess, Blanc-Blue, Avirex
and Et Vous.
"The brands that continue to
interest teens are those with big
advertising budgets, like Guess
and Esprit, but cottage industry
brands are beginning to take a
fair share of the market and
teen loyalty," says Thalma
Stalberg, owner of New Genera-
tion, located in Southfield,
Michigan's Applegate Square.
"Small companies like US Boys
and C.P. Shades are really
catching on. They show all-
cotton, solid color pieces of
good quality that require little