BACK-TO-SCHOOL: DENIM BIG SELLER IN AREA STORES

Rachel Bartels, 6, looked for a backpack for school at Target with her mother, Barbara Bartels of Whitewater.

Retailers report denim items top the list of back-to-school purchases. American Eagle reports it can't keep enough of the drawstring denim wide legs in stock, and The Buckle reports sales "through the roof" with Tommy Hilfiger and Tommy Girl topping the list.

JCPenney manager Don Fisher said business is very good, and "denim is selling extremely well." Most popular is the wide leg jean. Sweater vests and "bright white" shirts are also hot items.

Fisher also reported sales were outstanding in sports apparel and oversized merchandise.

De'Shea McBride from Maurices said wide leg denim is definitely the best seller, and "sweater vests are making a comeback with boys and girls."

Fisher and McBride agree the layered look is back. Flannel shirts to wear as jackets and sweaters are phenomenal sellers.

This year $13.1 billion will be spent on back-to-school clothing and accessories, a national opinion survey reports. The average family will spend $4ll on back-to-school clothing and accessories.

Surveys show shoppers are most likely to choose a brand name when selecting sneakers and jeans as parents seem to trust a brand name's quality.

What influences children has a lot to do with what they buy. A recent survey came up with the following ranking:

Television and movie characters, friends and peers, sports celebrities, fashion and teen magazines, rock and music stars.

Wearing the latest fashion trends is such a priority to children many spend their money from allowances or part-time jobs to buy clothes, shoes and accessories.

Surveys report 42 percent of children between the ages of 13 and 17 will spend an average of $183 of their money on back-to-school clothing and accessories. Some 29 percent of preteens will spend $124 of their money.

Most fashion-conscious students will update their wardrobe throughout the year as fads and trends change.

Clothing isn't the only item needed to be ready for school. Backpacks, lunch boxes, pens, pencils and paper are also necessary items.

The "list of supplies" from schools can still be found in shoppers' hands. Kmart reports sales have been great so far, but the "second wave" will kick in the first week of school.

Soft side lunch packs such as the Too Cool double pack at Toys-R-Us are gaining in sales over the traditional cartoon and character hard plastic boxes.

All retailers report strong sales of backpacks. Style depends on the age of the purchaser. Toys-R-Us reports Mulan and Spice Girls merchandise are strong sellers with the younger crowd.

Another item sweeping the market is the battery-powered clear stapler. It may be just as much fun to watch as it is to use.

Teachers have to buy school supplies too. The teacher's store, 3R's Plus Supplies, reports sales are strong, and new orders are being placed so merchandise will be available for teachers of schools starting late.

Clings are the popular item this year. Clings, which adhere to a variety of surfaces, allow students to create such things as their own weather maps by showing where the rain is and to keep calendars current with movable event pieces.

The back-to-phonics move is on as sales of phonics books and related items have been strong.

More motivational posters are being purchased this year than in the past. Those concerning personal choices, being responsible for your actions and resolving conflicts are high on the selection list, said Judy Borgfield, owner of 3R's.

Parents frequent 3R's also for supplemental material. Home schooling parents are also able to secure supplies at teacher material stores.

Staples The Office Superstore reports office supply sales are up, but sales of computers and related material usually increase after college students return. Staples expects an increase in computer sales this year as prices are down and quality is up. Major computer suppliers are offering increased consumer support and extended services.

Jim Kuehnert, back-to-school department manager at Target, said, "Sales of school supplies have been strong since the first week of July. People don't seem to be waiting until the last minute." Speciality items like those displaying Spice Girls, Small Soldiers and Rugrats are selling well.