THE COAT DISCONNECT: NEW RESEARCH SHOWS KIDS AND PARENTS DISAGREE ON SHOPPING FOR WINTER OUTERWEAR

BURLINGTON COAT FACTORY OFFERS TIPS TO ENSURE CHILDREN ARE READY FOR COLD WEATHER

October 29, 2007, Burlington, NJ— The ages-old clash of kids¹ desire for self-expression versus parents² practicality has reared its head again. The latest disconnect? Parents are shopping for winter outerwear for their kids based on features like price and warmth/thickness, new research shows - but kids could end up with coats that don't fit their personal style.

For kids ages 8-17, it's all about self-expression when shopping for a new winter coat: their choices are based first on color (66 percent), followed by style (61 percent) and then length (43 percent), according to a study commissioned by Burlington Coat Factory, the retail authority in coats, and conducted by Harris Interactive®. A creative seven percent decorate their coat with buttons or accessories so that it fits their personal style.

Parents, however, are practical: price (78 percent), color (57 percent) and warmth/thickness (56 percent each) are the leading criteria in purchasing decisions. And about two in five parents (42 percent) say they have purchased a winter coat for their child out of season (e.g., in the spring or summer), reinforcing the importance of value. Parents also seek longevity from their child's coat: nearly half of parents (46 percent) have deliberately bought a winter coat that was too large for their child so it would last more than one season.

"A child's winter coat often becomes an extension of individual style," said Victoria Pericon, Burlington Coat Factory's Coat Coach. "Involve your child in the purchase process by letting him or her select one of the coat's features, and seek out fashion-forward outerwear at family-friendly prices at a destination such as Burlington Coat Factory."

As the weather turns colder, survey findings also point to kids needing new coats this season. Half of parents (50 percent) discovered that their child's winter coat from last year was too small or too short in the sleeves. And ten percent of parents even discovered their child's coat from last year was missing.

As a result, the majority of kids don't seem to be proud of their winter coats: only one in four (25 percent) showed off their current winter coat to a friend. And 34 percent of kids have not worn their coat on a cold day.

Here are tips for families to help ease the coat disconnect and ensure children are ready to face the worst of weather this winter:

• Compromise with your child when shopping for a new winter coat: provide a budget, and then let your child select several of the coat's features.
• Kids grow quickly. Check that the sleeves on your child's coat are long enough, and fasteners - such as zippers and buttons - close securely for warmth.
• Children should have a selection of coats that range in weight and fabric to accommodate seasonal differences in temperature and weather conditions.
• Coats can look alike. A name label in your child's jacket can help reduce cloakroom confusion.
• Teach your kids to help others: donate outgrown coats to organizations that assist families in need.

For more information, visit www.burlingtoncoatfactory.com.

About the Study

Adult Survey:

The Burlington Coat Factory survey was conducted online by Harris Interactive within the United States between August 16 and August 20, 2007 among 2,475 U.S. adults ages 18+. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income). Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys.

The data have been weighted to reflect the composition of the U.S. adult population.

Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.

Youth Survey:

The Harris Interactive YouthQuery^SM omnibus was conducted online within the United States for Burlington Coat Factory between August 15 and August 22, 2007 among a nationwide cross section of 1,264 youth ages 8-17. Figures for age, sex, race, education, parents' education, region and urbanicity were weighted where necessary to bring them into line with their actual proportions in the population.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a sampling error of plus or minus 4 percentage points of what they would be if the entire U.S. teen population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (nonresponse), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. This online sample was not a probability sample.

About Burlington Coat Factory

Burlington Coat Factory, the retail authority in coats, offers a broad selection of branded quality merchandise at everyday low prices across many product divisions, including coats, ladies sportswear, menswear, family footwear, children's clothing, baby furniture and accessories, and home décor and gifts. The updated Burlington Coat Factory, founded in 1972 by the Milstein family, has expanded from a single store selling coats to a multi-department retail chain with 394 stores in 44 states, predominantly under the "Burlington Coat Factory" name. Burlington Coat Factory was purchased by Bain Capital in 2006. Additional information can be found at www.BurlingtonCoatFactory.com.

About Harris Interactive®

Harris Interactive is the 13th largest and one of the fastest growing market research firms in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its North American, European and Asian offices, and through a global network of independent market research firms. More information about Harris Interactive may be obtained at www.harrisinteractive.com. To become a member of the Harris Poll Online and be invited to participate in online surveys, register at www.harrispollonline.com.

¹For the purposes of this study, "parents" were defined as U.S. adults ages 18+ who are the parent or legal guardian of any child under the age of 18.

²For the purposes of this study, "kids" were defined as U.S. kids ages 8 - 17.

Contact Information

Related Links

Video

Windows Media 56/150k 300k Real Player 56/150k 300k