STORES Magazine - June 2008 - (Page T7)

TA K I N G O N teens shopping. She maintains that, while young people prefer the “sensory stimulation that accompanies shopping with friends at stores,” pre-shopping online is training teens to be smart shoppers and to stretch their dollars. “Teens are proving to be very savvy online shoppers who compare and contrast and click endlessly in search of the item they want at a price they’re willing to pay – or that they think Mom will go along with,” Putnam says. “Buying online compared with buying in stores is relatively infrequent; however, pre-shopping and browsing online occur at least as often as store shopping trips.” Putnam insists that the key to engaging teens online is to load up a website with rich media that stimulates the sens- a A es. Among the sites rating big thumbs up from teens are AEO with its “radio;” A&F, which uses a flat merchandise presentation and promotes cross-selling; and Express, with its virtual changing room that supports mixing and matching tops with bottoms. Two of the lesser-known sites that receive kudos from teens are Threadless.com and Karmaloop.com. Threadless.com users are invited to be T-shirt designers and/or to “score” the designs that should be produced. Designers, not models, are photographed wearing their winning entries, which seems to resonate with young people. Karmaloop.com is generally considered an edgier site; teens are drawn to its high level of visual impact. Marketing strategies nastasia Goodstein, publisher of Ypulse, a Forbes magazine “Best of the Web” blog and author of “Totally Wired: What Teens and Tweens Are Really Doing Online,” says that attracting teens requires a keen understanding of how they use social media, social networking sites, virtual worlds and podcasts. In an article that appeared in the May issue of School Library Journal, Goodstein offered 10 things that marketers continued on page T11 t T Gas Prices S I P H O N I N G O F F S A L E S ? eens are intrinsically Drilling down into the How have fluctuating gas prices impacted your spending? linked to driving. Though specifics is even more painful, the age at which they particularly for retailers and (Asked of adults with 13- to 17-year-olds in the household.) can get behind the wheel restaurateurs. Forty-five pervaries by state, teens can’t wait cent say they’re spending less April ’07 April ’08 to borrow the keys to the famion clothing – up 18 percentDelayed major purchase 27% 35% ly car and head out on the age points from April 2007; (car, TV, furniture) road. 53 percent say they’ve Reduced dining out 38 53 Yet with gas prices flirting reduced dining out (15 points Decreased vacation/travel 38 48 with $4 per gallon in many higher than a year ago). Increased carpooling 9 8 parts of the country, there’s a If adults who share their good chance that parents homes with teens are driving I will be driving less 42 55 won’t be so quick to sanction less, spending less on clothSpending less on groceries 19 32 trips to the mall to “hang out.” ing and groceries and cutting Spending less on clothing 27 45 In April, Worthington, Ohioback on eating out, it’s fair to Other 7 6 based BIGresearch surveyed assume that a trickle-down adults who have 13- to 17-yeareffect will be felt by teens — No major impact 23 14 olds living in the household to particularly those on the Source: BIGresearch CIA, April 2007/April 2008 determine whether gas prices younger end of the age specwere impacting spending. The trum, who are most reliant on research, part of the Consumer Intentions and Actions their parents’ purse and proclivity for running a “taxi” (CIA) survey, compared shoppers’ attitudes and behaviors service. today with what they were saying and feeling a year ago. The lesson most teens are likely to take away from the The findings suggest that a clear majority (86 percent) nation’s gassed-up fuel prices may be all about mileage – believe their spending has taken a hit as a result of gas and not just as it relates to cars. Look for teens to start price hikes, up 9 percentage points since April 2007. In all, assessing purchases according to how much wear they’re 55 percent say they will be “driving less.” going to get out of apparel items and electronics. STORES / JUNE 2008 T7 WWW.STORES.ORG http://Threadless.com http://Karmaloop.com http://Threadless.com http://Threadless.com http://Karmaloop.com http://Karmaloop.com http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - June 2008

STORES Magazine - June 2008 Contents Executive Editor's Page President's Page Tesco Tests Carbon Labels What Shoppers Think 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Cover Story: Boom - or Bust Green Retailing Concept2Watch Online Marketing Building Traffic Water Management Branding Digital Marketing Loyalty Programs Special Report: Taking on Teens Supply Chain - Robo Crop Human Resources Supply Chain - Directory Assistance Loeb Retail Letter Arts Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - June 2008

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