Back-to-school ads would have people believe the new academic year is a fresh start, but for many mums, dads and children, it can be highly stressful and costly. Why is this annual occasion such a huge deal? And how can brands effectively cater to pressured parents and nervous kids?

Macy's new in-store virtual reality system lets customers design and walk through a 3D living room – and then buy the furniture. The company plans to roll-out the programme in 90 stores by early 2019 and is also launching an augmented reality app to allow customers to explore furniture at home.

Nike has unveiled a sneaker subscription service for kids, making the burdensome process of shopping for shoes easier on parents. The program caters to the busy lifestyle of modern parents while also tapping into the allure of convenient subscription services.

Tackling the needs of time-stretched Americans, Walmart has launched a kids’ clothing subscription box, KIDBOX. The new service caters to the increasingly busy lives of American parents, allowing people to access the wide range of brands on offer at Walmart stores in a convenient way.