STORES Magazine - June 2008 - (Page T8)

t T J WHERE DO TEENS SHOP? he year was 1982. Michael J. Fox had just stepped into the role of Alex P. Keaton, and “Fast Times at Ridgemont High” provided an eye-opening look at high school life. Determined to help retailers and marketers keep tabs on the emerging teen scene was a new company called Teenage Research Unlimited (TRU). The company’s vision back then — to provide an unparalleled expertise in the youth market — remains a guiding principle today. Last year, TRU was acquired by Research International, the world’s largest customer research firm. Now, with a new “parent” backing its efforts, TRU expects to fine-tune its focus on this market shortly with the addition of global research. In March, TRU polled 1,800 12- to 19-year-olds to learn which stores they had shopped at most over the past 12 months and which brands they considered to be their favorites. The findings are telling in some ways: For example, how many would have guessed that Old Navy was the “most shopped” chain store? Then again, years of researching teens have taught those in the know to expect the unexpected. MASS MERCHANDISERS al-Mart holds a commanding lead with teens among mass merchandisers. Part of this is the result of sheer ubiquity: With more than 7,000 stores, Wal-Mart is the go-to retailer in many areas of the country, especial- Most-shopped ly in instances where the near- mass merchandisers est mall is not so near. Target Wal-Mart 72% has about 1,800 stores; Target 60 Kmart’s store count is near Kmart 23 1,400. Wal-Mart and Target rely on Source: TRU value and trend styling to lure teens and lean heavily on exclusive brands. At Target, items from Mossimo and Xhilaration crowd the rounders; at Wal-Mart, OP and No boundaries are everywhere. Rounding out the top three is Kmart. Here, juniors and young men’s is an amalgam of private labels (Piper & Blue and Wckd) and national brands like Levi Strauss and Lee. W DEPARTMENT STORES CPenney is the leader of the pack among department stores. With a recently overhauled merchandising strategy that includes an infusion of new brands and a redesign of the “juniors” space, executives are hoping kids will see Penney as hip. TV reality star and former model Kimora Lee Simmons will introduce an exclusive apparel line called Fabulosity in July; a private brand, Decree, will debut for back to school. Kohl’s hopes to build credibility with young fashionistas with the launch of Abbey Dawn, an exclusive brand that stems from a partnership with Avril Lavigne. Macy’s appears to be winning with a strategy heavily oriented toward well-known brands. In juniors they’re serving up Guess?, Rocawear and XOXO; in young men’s the offering includes 7 for all Mankind, Tommy Hilfiger and Ecko. Still, it seems that department stores are a destination that teens go to because of their parents’ influence – and credit card. While these three represent the mostshopped department stores, Most-shopped the channel still trails spedepartment stores cialty retailers when it comes to winning teens’ JCPenney 44% affections. It’s fairly comKohl’s 35 mon for teens to reject what 34 their parents favor and seek Macy’s Source: TRU out places to call their own. T8 STORES / JUNE 2008 OFF-PRICE RETAILERS etailers in this category don’t exactly play hardball when it comes to vying for teens’ affections. With limited floor space and an offering that rarely satisfies teens’ trend-of-themoment desires, they’re shopped far less frequently than popular chain stores, mass merchandisers or department stores. Still, among teens with a keen eye for value, a creative bent for mixing bridge and contemporary looks into their wardrobes and a knack for finding winning items in a sea of so-so sales, off price has its place. T.J. Maxx wins with upWWW.STORES.ORG R 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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