Back-to-school season being seen in a different light

|By:, SA News Editor

Disappointing retail sales numbers for July, on weak mall traffic in particular, has analysts reconsidering how to forecast back-to-school sales.

Though the office supply group (SPLS, OMX, ODP) and big-box retailers (COST, WMT, TGT) may survive the season intact as parents buy staples, apparel sellers (ZUMZ, GPS, LTD, JCP, M, AEO) are at risk of seeing estimates taken lower on the discretionary side.