I have a horrible feeling that the competitiveness between parents about their primary school children has started even before our kids have started school.
I live in an affluent area, but I am not affluent myself. First a couple of parents snorted when I said that I was going to skip buying the checked summer dresses for my DD starting Reception in September, because they will soon need the winter wear and it's a waste of money. Now they are name dropping where they got their school uniforms from. I got mine from ASDA, and it seems they are going out of their way to let people know they got theirs from John Lewis or M&S.
Every supermarket sells school uniforms - who would go to John Lewis? Except to tell people they went to John Lewis. Oh, and apparently the 'stripey ones' are more impressive than the checked. Yawn.