Teens No Longer As Loyal to Retail Brands
Do you remember being a teenager and thinking that going to the mall or shopping center was the coolest thing ever? If not, maybe your teen years were more exciting than my own, as I always felt incredibly cool when being dropped off by my mother, in front of the local mall. My friends and I would plan our mall excursion including which frozen yogurt we would consume, whether we would spend more time at Wet Seal or Abercrombie, and if there were cute boys from our school in the vicinity. Oh, and if there were cute boys from other schools, that was a definite plus.
Well, retail brands that used to ride the wave of success in terms of having legions of teenagers wear their brands, are not as sure lately about how to market to the very teens that would save money to buy from their stores. The New York Times reports that the Economic crisis is affecting the buying patterns of teenagers, a prime advertiser’s target. Instead of shelling out money for a designer label, teens are speaking volumes through their actions. They’re spending money at stores stuch as “American Eagle,” rather than “Abercrombie and Fitch.”
The teenage market is a fickle one because their loyalty changes so quickly. It seems as though they’re focusing more on what looks they like, at the best price. When you’re a teen, you’re trying out so many different things in your life, so it makes sense that you’re always changing up your style.