There is an increasing number of branded school products on the market, which families say make it difficult for them to manage their budget, especially if they have several children. They added that schools have become a fashion place where students compete for bragging rights over their shoes, bags, and other things.
A family will spend on average at least SR700 per student on back-to-school shopping. This level of spending is very difficult to maintain, especially after Ramadan and Eid.
Shopping centers and bookstores compete to attract young shoppers by offering brands such as Karst, High School Musical, Nici, Freddy, Butterfly, Cat and Happy Bird. An ordinary schoolbag made in China costs between SR50 and SR100. A branded schoolbag costs from SR200 to SR400. Children shopping with their families for school will pick only the expensive brand names that they sometimes see advertised on TV.
Parents face the option of either buying the brand name for their kids, which eats into their budget or risk their child being left behind in the fashion stakes.
Talal Al-Ghamdi, father of an elementary school student in Al-Rawdah district, said that he did not know how students became addicted to brands at such a young age. He added that when he was shopping for his son’s schoolbag last year, his child insisted on an expensive brand name to show off to his classmates.
He said that he gave in because he did not want his son to feel bad.
Bookstores started advertising for the back-to-school season earlier this year to take advantage of the busy Ramadan shopping period.
Statistics from Al-Hokair Global Investment House reveals that the Saudi clothing retail market is one of the biggest in the Arab region, especially among women and children. This quick growth over the past few years happened because Saudi people have became more fashion-oriented. Riyadh has 2.5 million square meters worth of shopping space, compared to 1.1 million in Jeddah.
Addiction to brands is higher in high schools and universities according to Maha Tashkandi, a 24-year-old Saudi pharmacist who also claimed television and magazines have heavily influenced young people. According to her, the first few weeks at university is like watching a fashion show.
“Youth accounts for more than half of Saudi society. This age group is becoming more fashion-oriented and brand conscious. Since I was a student at university I noticed that girls were becoming increasingly attracted to international brands,” she said. “Buying a branded skirt, blouse, shoes and accessories would cost over SR1,000, sometimes more. Although students receive only a SR800 allowance a month, some students will not hesitate to borrow more from their family to buy new expensive clothes. I used to take money from my parents to fulfill my needs.”
Um Mahmoud, a Saudi employee at the Ministry of Education and mother of four, agreed that children compete to be more fashionable at school.
“In the past, only international school students paid attention to their appearance, but these days even government school pupils are trying to be stylish and compete with each other,” she said.
Abdul Kareem Al-Shebani, a father of five, said that it was unnecessary for parents to buy expensive brand names for students. “Students are going to school to learn and not to brag about what they wear and what they have. A middle class family cannot afford to buy an expensive bag or a tailored dress,” he said.
“My son once asked me to buy him a custom designed thobe, which cost over SR400. In my opinion it was insane because he could buy one that costs only SR120. I told him that he was going to school, not a fashion show.” Al-Shebani criticized families that give in to children who want expensive brands for school. He said that they should wear modest clothes and buy what they want when they work.
