The world of must-have back-to-school stuff is ratcheting down to the littlest consumer: the preschooler.

The coolest clothing. The hippest shoes. The most fashion-forward backpacks. Even the trendiest lunchboxes.{{U}} (8) {{/U}}Now, their 3-to 5-year-old siblings do, too.

But it isn't necessarily the kids demanding it. More often, it's the parents. {{U}}(9) {{/U}}Often for a premium.

One Levi's vintage denim jacket for preschoolers sells for $120. A preschooler's backpack from Lands' End fetches $26.50 — or $31.50, {{U}}(10) {{/U}}. In a back-to-school shopping season that's limping along in sales, who' d a thought that the nation's estimated 4.5 million preschoolers would represent a ray of retail light. "{{U}} (11) {{/U}}," says Kurt Barnard, president of Barnard's Retail Consulting Group.

Marketers targeting the morns and dads know that many upwardly mobile parents have been tired of flaunting the size of their homes, the hood ornaments on their ears and the titles on their business cards. They've discovered something—or, someone—tnew to show off, sitting right next to them at Chuck E. Cheese's.

"It's children as badge," says Paul Kurnit, president of KidShop, a consulting firm. "And that badge says: "Look at what my kid is wearing. Look at how cool I am. '"

{{U}}(12) {{/U}}. The $16.1 billion market for infant, toddler and preschool clothing is one of the fastest-growing slices of the apparel market, says Don Montuori, acquisitions editor of Packaged Facts, a research specialty firm. By 2007, the market should reach $18.1 billion, he says.

After spending so much time and money to get their kids into the right preschool, many parents have a need to make certain their preschoolers wear only the right stuff, says Kurnit.
A. retailers and manufacturers are happy to oblige
B. there's money to be made, for sure
C. back-to-preschool has become a very important season for retailers
D. it used to be preteens or teens who had to have this stuff
E. many preschoolers have their own favors
F. when your parents can't afford these oh-so-trendy stuff
G. if your child wants the one with an oh-so-trendy ballerina embroidered on it
H. many parents actually don't like back-to-school period