Sales at shops catering to teenagers have dropped sharply in recent months, partly because so many teens are finding it tough to get the part-time jobs that were funding their clothing addiction. In the USA in November, shops specialising in clothing and accessories for teenagers were the worst-performing sector in retailing, with a nearly 8% drop in sales, while established stores (those open for more than a year) had a double digit sales drop compared to November 2008.

Teenagers and young adults hare coming to terms with issues of money, budgeting and avoiding impulse buying when it comes to clothing. Their habits are very bargain savvy – many have used high street shops and stores to try on clothing such as trousers and jeans, and then gone online, knowing the right size and style, to find a bargain that will fit perfectly.

Many are also turning away from fashion to focus on quality. They say they don’t mind spending £30 on a polo-shirt if it will last them all year, but that they wouldn’t buy such a garment on impulse to wear to a party, as they would have done a year ago, because they want to plan their spending and be sure that what they buy will be of good enough quality to survive hard wearing for months. A cheap polo-shirt is not a good investment either, because it will sag and fade too swiftly

Young people are also proving to be much more practical than their parents may have thought. One university student said, ‘I’ve just bought some hooded sweatshirts to go over all my old T-shirts. That way you can’t see how faded and tatty they are underneath. Last year I would have got new T-shirts too but I don’t need them. My old gear will last until summer and I can use the money on other things.’

Some teens have even decided to go for part-time jobs that offer uniforms because it means that they don’t have wear and tear on their ‘good’ clothes while they are at work.