In this article data are presented on children's appraisal of clothing retailers and brands, and how this interacts with their identity and social contexts. In exploration of some of the meanings and processes surrounding children's consumption of branded or labelled clothing, two case studies of child consumers are profiled: one who actively…

Business students should understand the relevance of professional attire as an indication of conformity. Of equal importance is the recognition that some companies have loosened their dress codes to a more flexible policy to recruit young talent. "Ugly Betty" could serve as a teaching tool to initiate the dialogue on conformity in a light-hearted,…