In hopes of finding a recession-proof demographic, retailers
are digging deep. And fortunately, they're coming up with a gold mine. So,
let's think. What demographic could care less about CNN (or any news media for
that matter) and shudders at the mention of topics such as the stock
market? What demographic is so focused on the "now" that they don't
have the need to worry about their monetary future? Finally, those pesky
teenagers are coming in handy.
According to Columbus, Ohio-based Resource Interactive,
teens influence approximately 90 percent of all grocery and apparel purchases. They're
always hungry to spend, rarely have jobs (and therefore have no concept about
money/spending) and have tremendous power over their parents. Retailers, say
"hello" to your new best friends: the teen market.
Retailers such as J.C. Penney, Macy's, Bloomingdale's, Saks
Fifth Avenue and Kohl's are eagerly working to cater to the teen market,
according to a recent article in USA Today. Tactics range from larger and more
comfortable fitting rooms to celebrity-designed collections to cell phone
marketing.
"With the teens, we have to capture them with a brand
and a look," said Mike Boylson, J.C. Penney's chief marketing officer.
This means that "discount" goods and specials have little affect on the teen demographic.
Which is why, despite reports of rough economic times, retailers such as
Aeropostale, Forever 21, Urban Outfitters and American Eagle are continuing to
experience traffic surges.
And it makes sense. Remember when you were a teen? If mom
loved that blue cardigan sweater, you sure as heck weren't going to. In fact,
anything your parents deemed as "cool" would send you running in the
opposite direction. Well, times haven't changed that much. As it stands, kids
are drawn to retailers and store designs that make them feel comfortable via
loud music, bright colors and hot model pictures plastered to the walls. These
are, of course, not the same design elements that draw parents into a retail
location.
"It's somewhat of a natural process to reject the kinds
of retail environments that your parents are associated with," said Leon
Schiffman, marketing professor at St. John's University in Queens, N.Y.
So, that's why some more traditional retailers are attempting to spice things up by introducing
new, trendy lines. Looks like you
don't have to necessarily embody trendiness, but rather, give the perception
that you do.
Don't be fooled though, teens are a smart demographic with
continued wired access to everything--iPods, social networking sites and the
like. So, if a retailer is simply using smoke and mirrors to appeal to the teen
market, they'll quickly be found out and ditched.
In addition, remember that traditional advertising
doesn't work for teens. Instead retailers need to reach out via the Internet
and social networking sites to draw them in.
Ultimately, though, teens are fantastic news for retailers
today.
Do you know a retailer doing a spectacular job marketing to
teens? Do you believe they're a recession-proof market? Leave your comments
here!
--Heather Strang
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