Big Retailers Seek Teens

There’s no denying that this generation of teens is very stylish, design-savvy and, dare I say it, a bit fashion obsessed. From designer handbags to sleek iPods to design-your-own Nike ID’s, fashion and design seem to affect every part of teens’ lives. What’s a bit different from other generations though is that teens today have never had so much access, so fast, to new trends. They know what stores are in and what stores are out. And according to sales, big department stores are out (cue Heidi Klum’s German accent).

Even though JC Penney is the store where 13 to 20 year girls shop most often, it’s not where they like to shop most often. Teens see old-school stores like Dillard’s, Sears, Kohl’s and JC Penney as their mom’s brand and that’s just a big turn off. According to Penney’s CEO Mike Ullman, once teens actually get their driver’s license and credit cards, they choose to go to more hip, specialty stores such as Forevery 21and Abercrombie & Fitch.

In hopes to redeem themselves and find new ways to connect with the savvy and oh-so-sophisticated (and recession-proof) teen target, big department stores like JC Penney are finding innovative ways to win them over (and it seems to be working). First and foremost, it’s all about the product and the experience so they’re adding exclusive apparel lines (e.g. Fabulosity designed by Kimora Lee Simmons) and are focusing on the brand names (vs the company name). JC Penney is also providing better lighting and more displays showing how to wear different outfits (teens are always on the look out for some fashion tips) for different “lifestyles” (from ‘active wear’ to ‘hip city’ styles).

From a communication standpoint, some retailers are using social-networking sites as a marketing tool. However, they’re using with a purpose and as a way to provide helpful and welcome services, such as hooking teens up with podcasts of interviews with designers, offering virtual dressing rooms and sending emails with sales and discount codes.

It’s good to keep in mind that the experience plays a huge role for teens. They want a bit more than just clothes. They want the little extra they can’t get somewhere else. Be it an “exclusive” collection, fashion tips or even just a behind the scenes peek, teens wants brands that are as savvy as they are.


Read the full article at http://www.usatoday.com/money/industries/retail/2008-04-13-teen-marketing-stores_N.htm