My child wants brand clothes and accessories

Primary school...Source of many discoveries for children.But apart from the class walls, the playground also brings its share of surprises.So if as you wish, you have been able to preserve, until now, your toddlers of the brand universe, the passage to the CP could well turn the situation.

Children in the face of marketing power

"As soon as you enter the school, your child can start asking for" brands "and it starts slowly with the" Peppa Pig "kit, the" Snow Queen "schoolbag, the" Batman "t -shirt.These are not really brands because it is related to heroes of cartoons or books, but it is still the beginning of the marketing influence on your child, "confirms psychologist Catherine Pierrat.

Among the little ones, the "Dora the Explorer" kit or the "Cars" T-shirt most often the value of "Doudou".Indeed, seeing or carrying the image of a hero who pleases them, reassures them, secures them especially when they are outside the house.

Then as the child grows, she/he can ask to choose his clothes and accessories which this time are no longer chosen in relation to hero drawings but because they wear the acronym.

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For older children and in particular pre-teens and teenagers, several reasons may explain the fact of wanting to wear brand clothes and accessories.

Why is it important for the teenager to have brands

First, the teenager is very ambivalent: on the one hand very conformist, he needs to look like his friends, to belong to a group.He needs joint features, feeling of belonging to identify with this group and this involves in particular clothes.And on the other hand, he seeks to stand out while trying to be originality by adopting a "stylish" look."The peak of this ambivalence is that the teenager, through the" brands "wants to" to ... mark "to make re ... scoring", underlines Catherine Pierrat.

In effect :

In short, the dictatorship of brands is today present, and unless you live in a cave, it is difficult to escape it;Teenagers are the first "victims" not only through the imitation of their comrades, but also through the media and social networks via "influencers".

On the adult side, when we are well aware of the power of marketing and the desire of our teenager to be like the others, we still want to resist.

I refuse to give in to marketing, but my child insists

Even if as parents, we have convictions and arguments that we can express in different ways like:

Know that it is often difficult to resist your child who insists.In addition, refusing everything to his son or daughter may even prevent him from existing outside your parental expectations and could harm his fulfillment and his individual and social development.

For parents who do not have the financial means and/or do not accept the dictatorship of the brands by conviction, it is rather useless to try to convince your teenager by opposing the forehead, because if you obstinate, inSystematically refusing any purchase, it risks itself to oppose you by pure spirit of contradiction (hey yes, remember that it is a teenager!)).And you will generate unnecessary relational tensions.

Each family has its method to find the right balance between the well-being of their teenager (through her wardrobe)), the portfolio, and the educational values that we wish to transmit to him.Not to mention that as parents, you have a role to play in helping your offspring to find its place, without falling into a frantic mode of consumption.

So, in practice, what to do?

Lâcher (un peu)) prise et responsabiliser son ado

The advice of our psychologist in the face of a teenager in requests of brands: letting go and helping him take responsibility for his choices...

Good news, it has several possible solutions to limit, to reflect this craze for brands, and at the same time make him realize with gentleness and pedagogy of the concepts of money, patience, originality, influencing, etc..

First, on the budget side, you can turn to factory stores or used clothes.

To empower your daughter or boy, grant him a "clothing" budget every season he will best use, leaves first to be able to buy only a limited number of clothes (because it is with it and therefore expensive)).

For the purchase of an "expensive piece", it is also possible as parents to participate in the "normal" price and ask your teenager to complete with his pocket money or make him wait untilHis birthday or that the desired purchase is conditioned on the success of an exam for example (this is a good motivation!)).

But to believe Catherine Pierrat, "all these solutions do not exclude discussion and nothing prevents you from submitting some arguments to her:

Your child may not change an opinion but, at least, you will have been able to express yourself without shining it ".

Finally, the more the teenagers advance in age and the more they define their true personality.It is then that they manage to "stand out" by finding their own look and using their imagination, their inventiveness ... especially thanks to the Internet.

And for good reason, many blogs and sites suggest ideas for "makeover" on the basis of originality and by making "recuperation", modernizing old outfits found in the cupboards of grandparents or in thrift stores,with new accessories (tights, scarf, cap...)).And the results are often surprising!