Bill Hanifin

Teen Retailers Go Younger

July 20, 2010

FROM RETAILWIRE:
According to an article in The Wall Street Journal, several teen chains are shifting resources to concepts targeting kids after finding little luck opening ones targeting adults. Why are teen stores apparently finding more success with kids concepts over adult concepts?      [more...]

The brand awareness is first created with the adult parents of the kids in the targeted age group (7-12 or so). Most parents would choose to dress their children in something fun and fashionable rather than utilitarian, prices being in the same range.

Once engaged with the brand (i.e. clothes on back of the child), the awareness transfers to the child and (hopefully) they build preference for the brand as one commenter noted about Gap.

As long as value is not overlooked in the equation, these concepts should do well. I'm less confident should one of these brands strive to exact price premium for this age group.