Fashion Bullying Moves to Middle School

Dorothy Espelage, a professor of educational psychology at the University of Illinois, Urbana-Champaign,  says she has seen an increase in "bullying related to clothes." Having access to designer clothing affords some kids "the opportunity to become popular -- and that protects you and gives you social power and leverage over others," she says.

Over the past three years, numerous designers have targeted the lucrative children's and teens' markets. Little Marc, the kids' clothing label by New York designer Marc Jacobs, expanded its line this winter and dropped its price, making it more accessible to a greater number of shoppers...

What's curious here is that middle school kids are at a crossroad, moving beyond the parental threshold. Yet they still are looking back for parental approval. Branding at this age shoots right back at the parents. How kids are perceived at this stage and how they receive that perception shapes their future brand directions. WIll they become Abercrombie kids and constantly seek what's "in" or will they break out of the mold?

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(Photo: Vintage tintype of a pre-teen.)