I stumbled upon a great article on the link between Teenagers, Shopping Malls, their unquenched appetite to consume, yes… that’s their fickle buying behavior that make brands crazy and consumer research and brand consulting agencies happy! Add to that Social Media… and you’ve got a concoction of consumer behavior that deserves a new theory every quarter, as that seems to represent their interest in anything related to fashion trends. Did I mention the word A.D.D. in any of the above statements? (because that’s what today’s teenagers are afflicted with!)
The point is it’s increasingly difficult to gauge into their tastes, what they consider “HOT” or “NOT”… everything seems to be yesterday newspaper (yes… that’s today’s fish and chips wrappers… as the British would say). Here’s an interesting insight into how Social Media comes into the equation. And how Brand Builders and Marketers are now taking a closer look at Social Media and use it as a powerful communication and engagement tool. The brands on this page were those popular among teens in the US, and mentioned in the article.
Retail brands, especially those aimed at teens, are finally realizing the value of social media. MediaPost… recently reported that many of the top brands finding success on Twitter, Facebook, … are… invested in the teen shopper. This comes at a time when, according to Women’s Wear Daily, fashion brands are already feeling the pressure to have a strong back-to-school season.
Specialty stores catering to fickle 13- to 19-year-olds are struggling as these consumers grow tired of the Americana and surf-and-skate fashions they’ve long snapped up and search for a new look — even if they’re not quite sure what that look might be. Their ennui is setting off alarm bells over the crucial back-to-school season even as schools let out for the summer.
There appears to be a significant overlap between a developed social media presence and strong sales performance. H&M and Forever 21, two brands who have earned major success with their fast fashion business model, have been seeing gains both in store and online — in at #1 and #4 on Facebook, respectively.
American Eagle, which used to be a second-rate Abercrombie & Fitch, has really benefited from a lagging economy. When a teen customer is choosing between a $20 polo and $50 one, they’re going to choose the eagle over the moose — although that wasn’t always the case. American Eagle’s active social media presence, complete with lots of Twitter followers, Facebook “likes,” and their own Pandora radio station, has really boosted their reputation, too. Other mall retailers, like Aeropostale, Delias and Abercrombie haven’t quite pinpointed the importance of social media, and it seems like it could be a factor contributing to poor store performance. I was surprised that Old Navy landed on MediaPost’s list over Urban Outfitters, which has an awesome blog with a fun Twitter personality to match.
Inspiration: Y Pulse