This is WRONG!

Selling brand confidence to 'little' kids? This is bullshit. Isn't one of the key principles, of maintaining uniform schools in this modern day, to set every child on a level playing field? Is it not true that parents hold a preference for uniforms because it saves them a bundle in monthly clothing allowances and the huge cost of regularly updating their childs wardrobe with the latest trends? so, what's this all about? Reputable high street department stores playing the brand endorsement card in their school wears section? OK, so it is another angle for brands to create sales, it is an opportunity, and no doubt most parents and children will lap it up in generous portions, but what does this do for the children of families who simply cannot afford to send their child to school in the latest branded rucksack, the latest development in footballing footwear with a fully 'topped up' multi media mobile phone in hand, brand spankingly replaced every academic year?? In short, this fuels envy, resentment, desperation and confidence issues. Great!