Jeans half price and freebies are already appearing in the mall with the start of the school is still weeks.

Teen clothing sellers may have had a bit of misplaced optimism about the strength of economic recovery, when orders were made in the spring, and department stores are armed with jeans hip and quick fashion yours. The battle for the dollars back to school is to give parents more affordable options for clothing back to school.

Aeropostale begun marked by every new pair of jeans by 50 percent. Are 40 percent off at Abercrombie & Fitch?

The economy, which seemed on the mend a few months ago, has hit some speed bumps, and has some industry experts wondered whether the teen retailers will be able to get rid of piles of jeans and flashy shirts purchased waiting consumers a strong rebound.

Stubbornly high unemployment, especially among adolescents evil, has buyers keeping a lid on spending and stimulate bargain-hunting in a market of clothing for teenagers back to school worth $ 11 billion, according to the research firm NPD Group.

Consumers have been buying more and more to the needs of returning to school, with the bulk of the purchase in August and September. That's why the stores are trying to get to buyers now with big discounts, but could have an impact on profits if the discount goes too far.

Often, that's what it takes to get parents to spend.

If my children really want something that is not on sale, I make them use their own money,''said Lori Ahrenhoerster, 40, of Whitefish Bay, Wisconsin, the mother of two daughters, ages 7 and 15, and 12a son-years of age.

With Americans spending more of their limited discretionary dollars with more to clothing and appliances such as flat screen TVs and Apple Inc. 's IPads, the struggle to get buyers to move from fashion back to school will be intense for all clothing retailers. But for teenagers chains in malls, has been a slower rise in sales of the recession of funk that their larger rivals. Merchants expensive as A & M had to reduce prices to supply thrifty buyers.

JC Penney and Macy's are muscling in on their own ground, and, taking a page from the chains of fast fashion-white-hot as Forever 21 and retail Swedish fashion retailer Hennes & Mauritz AB by rapidly changing assortment of exclusive fashion and affordable.

Macy's is betting on its new fashion line Material Girl, created by pop star Madonna and her daughter Lourdes, 13 years old, will be welcomed by a younger generation who do not go dancing on the tops of sheer lace. The collection, a modern touch to the 1980s that looks, is priced at $ 12 to $ 40.

The department stores are chasing the teens where they hang out online. Penney hired six trend-setting teens to create `` distance’ YouTube videos, where fashion criticism of their most recent shopping trips (which Penney paid). These videos are a key ingredient in the marketing of the fall of the chain.

Teen retailers have more to lose. They get 25 percent of annual sales back to school season, instead of 10 percent to 15 percent for department stores, according to Kurt Salmon Associates, a retail consultant.

They were also affected more by the recession. Teen merchants increased revenue 1.5 percent since February, the beginning of the fiscal year industry, is just a rebound compared with 10.5 per cent drop last year during the same period. Department stores had an increase of 4.5 percent so far this year, a strong rebound from a decline of 5.9 percent. The figures are based on revenue at stores open at least a year.

To complicate matters is teen clothing specialists rivals were far more optimistic than when placed orders earlier this year when the economy was stronger, said Eric Beder, an analyst at Brean retail Murray, Carret & Co. that forced to lower prices more than expected in summer goods to make room for fall delivery.

Also working against the chains of adolescents: In tough economic times, spending decisions change more towards the parents. That favors discount stores and department stores, which tend to lead to healthier brands, Beder said.

The fall of the chains of teenagers, who had published routinely strong sales gains for a decade or more, began in 2008 with the recession. Teen unemployment has risen steadily and now stands at 26 percent. The growing recession also meant that adolescents could not trust their parents to buy extras and adolescents prompted the networks to the decline in sales in double digits.thomas sabo armband