NEW YORK, Jul 26, 2001/ --- According to an American Express survey, parents and their teens plan to spend about four percent less on back-to-school shopping this year.

What are companies like Tommy Hilfiger, Old Navy, and The Gap (identified by the survey as three of teens' favorite brands) going to do to boost back-to-school sales that are already predicted to be flagging? Pretty much what every designer is doing this fall: denim, denim, and more denim. The blue fabric has always been a major part of fall fashion, but now handbags, wallets, belts, and shoes are making it truly ubiquitous.

The August issue of Seventeen magazine features 19 clothing ads; 18 of them feature denim. One of YM's cover stories is "100 Best Jeans: Our Obsessive Guide."

The Gap is promising a "new take" on its signature fabric, and will launch a denim-focused ad campaign next month.

Many analysts are skeptical though. They fear the sheer magnitude of the denim push could be unappealing to consumers and the plan could backfire.

However, retailers are still hoping that many of this year's 38 billion tax refund dollars will go toward outfitting students - and their parents - in head-to-toe denim.