Scrimping in style

This summer, as the start of school loomed, Haverhill 11-year-old Chloe Isabelle-Alper and her mother scoured her closet, and reached a compromise. Instead of a brand new back-to-school wardrobe, Chloe would get just a few outfits. The rest would be recycled, mixed and matched: Last year’s pants, shirts, skirts and dresses intermingled with the handful of new pieces.

“We’re really looking for cool, comfortable things that fit into her wardrobe and that go with what she already has,’’ explained her mom, Cheryl Isabelle-Alper, toting a canvas bag filled with soon-to-be-purchased boots, sweaters and sweater dresses, T-shirts, leggings and Capri pants at the Old Navy store in Methuen.

Simply put, it’s about saving money, she shrugged, adding with a grin, “but we always want to be stylish.’’

The hottest trend in back-to-school fashion this year? Frugality.

With unemployment rates sticking close to double digits and the dour economy seemingly settled in for a long stay, some parents are marching out to the shopping battlefield with vise grips on their wallets, foraging for sales and promotions, feasting on coupons, buy-one-get-one and gift-with-purchase deals, and tapping layaway offers.

Others are attempting to avoid shopping altogether by recycling items that previously might have been upgraded, stretching (sometimes literally) last year’s wardrobe, and simply exercising restraint, as titillating as the new fashions might be.

’’Before, we would just buy and buy,’’ explained Atkinson, N.H., resident Christine Ashford, shopping at Methuen’s Old Navy with 10-year-old Lily. But this year, she and her fifth-grade daughter are shopping in dribs and drabs, rather than in one big spree. Also, she said, “We’re making sure we abso lutely love the clothes so they don’t just sit in the closet.’’

As a result of such economizing, retailers have experienced a panorama of results.

Typically, the back-to-school season, stretching from July to mid-September, is the second biggest of the year for retailers, next to the winter holidays. The National Retail Federation projected spending to reach $17.42 billion this year, down from last year’s anticipated $20.1 billion. Curtailed budgets, according to the industry organization, would result in most families spending 7.7 percent less than last season. Similarly, research company IBISWorld predicted sales would fall 3.4 percent this year, with the most marked decline - 5.37 percent - in clothes.

Many retailers posted significant sales declines last month compared with August 2008 figures at the same locations, some devastating; the list includes Abercrombie & Fitch, down 29 percent; Macy’s (8.1 percent); American Eagle (7 percent); Gap Inc., parent of the Gap, Old Navy and Banana Republic (3 percent); and Target (2.9 percent).

But on the other hand, some stores flourished. Aeropostale reported a 16 percent increase last month, which it credited largely to its aggressive promotions, and the TJX Cos., parent of Marshalls and T.J. Maxx, saw a 6 percent increase for the month.

In line with this mixed bag of national results, officials at area malls reported foot traffic comparable to previous years. The Liberty Tree and Northshore malls were “very busy,’’ said Sherri D’Alessandro, area marketing director for both retail complexes, even “packed’’ on Labor Day. Particularly bustling were H&M, Forever 21, Abercrombie Kids and the Apple Store, she said.

Yet most of it didn’t come without a little enticement. Stores chopped and hacked prices and offered a panoply of deals and sales. “Retailers have been more promotional this year than ever,’’ said D’Alessandro.

In addition, the campaigns “seemed to be more long-term this year,’’ noted Lauren Higginson, area director of Square One Mall in Saugus. Overall, promotions were “more enticing, more generous,’’ she said.

Bruce Langton was one father keeping an eye out for deals.

“We’re definitely hitting the sales, watching the fliers a little more than normal,’’ the North Andover medical worker said as he browsed the Borders bookstore in Methuen with his 14-year-old daughter, Meagan.

Other savings tactics include digging out and reusing folders, paper, and pencils from last year, Meagan explained, as well as packing a lunch, rather than buying the school’s meal. And no backpack upgrades this year - everything she needs will be stuffed into the same carry-all she’s used in the past.

In times like this, you have to be minimalist, her father noted: “Only buy what you need.’’

Julie Ashford, joining sister-in-law and fellow Atkinson resident Christine for some back-to-school shopping with their kids at the Loop mall in Methuen, is living by the same adage.

Her three daughters - ages 9, 6 and 4 - were each limited to a new pair of shoes and four outfits as school approached. “That way they know exactly what they’re getting,’’ she said, scanning the racks at Old Navy. “It helps them make the decision.’’

And in the event of buyer’s regret, all tags and receipts will be kept close at hand, she added.

Just then, one of her daughters came up, holding aloft a blue T-shirt. Mom looked it over while reminding her, “If you’re not going to wear it, I’m not buying it.’’

Remarkably, though, just as shoppers have clutched tight to their purses, philanthropy, in some cases, has thrived.

The Beverly Bootstraps Community Services organization collected 550 backpacks for local children through its annual “back to school bonanza,’’ a 15 percent increase over last year, according to officials. Meanwhile, Goodwill Industries and Family Circle magazine teamed up for their first back-to-school drive. Their nationwide goal is to collect 5 million pounds of donated clothes by Sept. 30.

The Langtons are doing their part, donating clothes and volunteering at food pantries.

“It’s about being aware of everyone else,’’ said Bruce Langton, “and trying to help in any way we can.’’ Ultimately, he said, ’’I don’t think we’re going to be out of this for a while.’’