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National Survey of School Leaders Reveals 2013 School Uniform Trends

     National Survey of School Leaders Reveals 2013 School Uniform Trends

Lands' End School Uniform and NAESP Partner to Report the Rise of School

PR Newswire

DODGEVILLE, Wis., July 31, 2013

DODGEVILLE, Wis., July 31, 2013 /PRNewswire/ --Long associated primarily with
private and parochial institutions, school uniform policies have become a part
of the natural landscape in public schools across the country. In fact,
according to a recent survey of principals and other school leaders conducted
by Lands' End School Uniform in partnership with the National Association of
Elementary School Principals (NAESP), school uniforms or a formal dress code
policy in public schools are on the rise as nearly half (49 percent) have a
policy in place or have plans to implement one – more than double from 2000
(21 percent).



"In a constantly changing educational system, we often hear about non-uniform
schools looking to transition to a more structured dress code," said John
Maher, senior vice president, Lands' End Outfitters. "Through our partnership
with NAESP, Lands' End School Uniform is happy to provide schools and parents
with valuable information as the want for school uniforms continues to grow in
their communities."

The steady growth of school uniforms or formal dress code policies in public
schools may be due, in part, to students who struggle with wanting to wear the
latest  clothing looks in order to fit in at school. Unfortunately, many do
not have the means to do so and may fall victim to peer pressure or bullying.
In fact, surveyed school leaders with a school uniform or formal dress code
policy in place believe their current policy has made a significant, positive
impact on peer pressure (86 percent) and bullying (64 percent).

The survey also revealed there are other areas where positivity prevailed when
it came to school uniforms. Leaders stated they believe their school uniform
or formal dress code policy has made a positive impact on the following:

  oClassroom Discipline (85 percent)
  oImage in the Community (83 percent)
  oStudent Safety (79 percent)
  oSchool Pride (77 percent)
  oStudent Achievement (64 percent)
  oAttendance (44 percent)

"Principals are charged with developing and maintaining a positive and safe
school culture," said Gail Connelly, NAESP's executive director. "We know that
a school uniform policy can help reduce instances of classroom discipline and
bullying, as well as improve student safety and attendance. The use of school
uniforms, whether in public or private schools, has a powerful influence on
school culture in ways that contribute to greater levels of student

Another reason for the rise of school uniforms could be the budgetary benefits
they offer parents, especially in the current state of the down economy. Of
the school leaders surveyed with a uniform or formal dress code policy in
place, 77 percent estimated the average cost of school uniforms per child, per
year, was $150 or less. With that said, it was not surprising to uncover that
eight out of 10 survey respondents (86 percent) believed one of the main
benefits to parents is that school uniforms are more cost-effective than
regular apparel.

Besides budget, school leaders surveyed also believe parents benefit from the
following as a result of having a school uniform or formal dress code policy
in place:

  oEliminate wardrobe battles with kids (94 percent)
  oEasier to get kids ready in the morning (92 percent)
  oTime saving in the morning (93 percent)
  oEasier to shop for school clothes (90 percent)

School Style
Today, the majority of school leaders (90 percent) prefer to keep it casual,
with polos and chinos, rather than dress casual (oxford dress shirts, blazers,
plaids, skirts, ties, and/or chino pants) when it comes to their school
uniforms. Apparently, the choice for casual over dress casual uniform styles
is also on the rise as only 55 percent of school leaders surveyed in 2000 held
a casual uniform policy.

Additional School Uniform Survey Findings:

  oLong Lasting – Many survey respondents stated their uniform or formal
    dress code policy has been in place for 20 years or more (12 percent).
    Overall, eight out of 10 (85 percent) plan to continue the uniform policy
    as is in the upcoming school year
  oThe City and Suburbs Soar – Eighty-seven percent of school leaders at
    schools with a uniform or formal dress code policy are in the city and
    suburbs. When reviewing those surveyed that do not have school uniforms,
    the majority fall in rural areas (42 percent).
  oYou Be The Judge – When it comes to purchasing school uniforms, the
    majority of school leaders surveyed (66 percent) are allowing parents to
    shop at a retailer of their choice – as long as they follow the formal
    dress code guidelines (i.e. navy blue polo and khaki pant).
  oChanneling Chinos – Seventy-six percent of school leaders said chinos best
    describe the pant choice their students wear as part of the school uniform
    or formal dress code policy.
  oTried and True – The classic navy polo is the go-to color of choice for 38
    percent of school leaders when requiring students to wear polos as part of
    their school uniform or formal dress code policy. White is the runner up
    at 23 percent and red rolls in at third place (15 percent).
  oMust Match – More than half (58 percent) of school leaders revealed the
    color of their school uniforms represent their school colors. 
  oLogo Love – Sixty-four percent of school leaders said their uniforms do
    not currently feature a school logo; however, over half (53 percent) would
    like to see a logo on uniforms in the future for reasons ranging from
    school brand awareness to elevating school spirit.

About National Association of Elementary School Principals
Established in 1921, the National Association of Elementary School Principals
(NAESP) is the leading national association representing elementary and middle
school principals in the United States, Canada, and overseas. NAESP supports
principals as the primary catalysts for creating lasting foundations for
learning through policy development, advocacy, and resources for effective
instructional leadership. NAESP seeks to advance the principalship and address
issues in pre-K–3 alignment, principal preparation and evaluation, and
building the capacity of new principals.

About Lands' End School Uniform
Lands' End offers uniforms and school-appropriate clothing in sizes for
children, young adults and adults that are designed to meet dress-code
requirements. Lands' End School Uniform includes phys-ed wear such as tees,
shorts, sweatshirts and sweatpants, plus spiritwear that can be personalized
with logos. Lands' End School Uniform apparel is available year-round in sizes
including slim, plus, husky, junior, young men and tall. Lands' End School
Uniform products offer the same quality, value and guarantee for which Lands'
End is legendary. To help schools, the Lands' End School Rewards program gives
participating schools up to three percent cash back on the net sales of school
uniforms. Lands' End School Uniform is available online at and via the Lands' End School Uniform catalog. To
request a catalog or order by phone, call 1-800-469-2222.

About Lands' End
Lands' End is a classic American lifestyle brand with a passion for quality,
legendary service, real value and a simple two-word promise to stand behind
everything it sells: Guaranteed. Period.^® Lands' End delivers timeless style
for Men, Women, Kids and the Home at, 1-800-800-5800, the Lands'
End Shops at Sears and around the world. Lands' End is a proud member of the
Sears Holdings Corporation (NASDAQ: SHLD).

Editor's Note:517  U.S. school leaders participated in the Lands' End School
Uniform and NAESP State of School Uniforms survey. The survey was fielded via
Survey Monkey from May 31, 2013 to June 17, 2013.


SOURCE Lands' End

Contact: Molly Hawkins, Lands' End, 608-935-6089,
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