COOL

care and look comfy," says
Stalberg. 'We're also selling large
quantities of hand dyed long
johns — almost 100 a week.
Kids like the look and mothers
like the prices. It's the look, not
the brand."
Are teenage boys just as
vulnerable to peer pressure
when it comes to buying
clothes? W.B. Doner's Friedman
says, 'We find that parents take
a greater role in the selection of
their boys' clothing. Mothers
tend to take their sons shop-
ping for a new season's clothes
or for the start of school. Shop-
ping for mothers and daughters
seems to be an activity or a
reward."

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19011 West Ten Mile Road, Southfield

(Between Southfield and Evergreen)

352-1080

Hours:
Monday-Saturday 9:30 a.m.-6:00 p.m.
Thursday 9:30 a.m.-7:00 p.m.
PARKING AND ENTRANCE
IN REAR

"For those reasons, we usual-
ly place advertisements for
boys' clothing at a time when
mothers will be watching. It
might be a family commercial
they both would see," explains
Friedman. "Commercials with
girls' clothing are directed
almost exclusively at teenage
girls."

Ann Rosenberg, West Bloom-
field mother of three boys,
agrees with Friedman's findings.
"My boys hate to shop. I buy all
their clothes. Only recently,
Barry, my 11-year-old, has ex-
pressed a preference for certain
gym shoes. He's just becoming
aware of wearing what the other
kids are wearing. But his
preferences are usually what he
won't wear, rather than wanting
certain items."

Dr. Schweiger urges parents
to be sensitive to their
teenager's need to have his or
her own taste and sense of
clothing style. "Maybe this isn't
the time for parents to make
their children's clothing deci-
sions. Parents should set some
guidelines in terms of budget
and taste, but not go over-
board. They need to accept the
taste of their youngsters, so the
teens can feel they have their
parents' approval."

130 FALL '87