Retailers are taking note of the increasing amount that college students are spending on clothes and fashion accessories these days. Your average college student is not "poor and struggling" anymore, they are out shopping up a storm, spending an average of $2,000-3,000 per year on clothes. According to the 360 Youth College Explorer Study, which was released in 2004, college students have a $122 billion spending power, of which $24 billion is discretionary spending money. Retailers are also realising that not all students have the same spending power. Technical students are said to come from the wealthiest households in the US, with average incomes of $136,698.

Ellen Davis, a spokeswoman for the National Retail Federation, said a handful of retailers began tapping into the college market in the late 1990s with items such as beanbag chairs and mini refrigerators. Others soon followed. "College students aren’t tied down by the same debt and responsibilities as their parents, so college students tend to have higher disposable incomes and can spend that money on food, magazines, entertainment and furniture," Davis said. "College students place a very high value on enjoying their lifestyle, and so, many retailers looking to grow their business have transitioned into the college market because that’s a group of people that really likes to spend money."