Teen Fashion - US - May 2016
"Many teen retailers have struggled (or failed) to keep up with today’s teens’ dynamic fashion preferences and digital prowess. Teens, however, are still invested in fashion despite competition for their money from other categories, namely electronics, and particularly tech devices. Retailers interested in garnering a share of the teen fashion market need to become digital leaders and social media experts as well as find ways to be nimble with merchandise assortments. Teens find their own sense of style, but they do look to retailers and brands for guidance. While they might not be loyal in the true sense of the word, they will develop affinities for brands that effectively demonstrate an understanding of – and respect for – who they are as individuals. Fair warning though: They migrate fast and are difficult to lure back once they have moved on. Retailers should be emulating others in the market that have managed to figure out how to keep in-store and online traffic and sales flowing at a steady pace."
- Diana Smith, Senior Research Analyst - Retail & Apparel
This report discusses the following key topics:
Teens are fickle
Teens’ sense of style is self-defined and often fluid
Teens are digital natives