The retail apparel markets have developed beyond imagination and with that the marketing strategies also have changed. There are several ways to lure the buyers of any given age group and not many can resist the temptation to buy garments even without needing them. There are campaigns targeted at a specific group in order to ensure that the retail stores reach the set sales target and in such a scenario, it can even appear that it is a smooth sailing for retail apparel stores. Nevertheless, when economy is in doldrums and even developed country like United States is facing employment crisis, the teen retail apparel market has been affected.
The story of teen retail apparel houses confirms that all is not well as far as sales are concerned. The leading teen retail stores of the United States reported that the profits are on continuous decline in comparison to previous financial year. The stores that have ruled the teen apparel market for decades are getting brickbats from the customers. The reasons for the same being teenagers getting fussier about what they wear to the parents encouraging teens to purchase low priced items and availability of trendier clothes online.
The alternatives for the teen shoppers have widened and the teen customers have the freedom to mix and match from multiple brands so if t-shirt is of a particular brand, the jeans or trousers can be of the other. The conventional teen retail stores were well-liked a decade ago, as most of teens felt the pressure to fit in. Today, the teenagers are not apprehensive about experimenting and standing out from the crowd, following which they prefer to explore contemporary stores. The modern times are about creating a new look by assembling various brands, instead of shopping from a single store.
The traditional teen retail stores also struggle to catch up with fast changing fashion. The customers do not expect to go through the same product or design for an entire month. The modern retail stores change fashion in the wink of an eye and this allures the teenagers to visit these stores more often. The prices quoted by most of the exclusive teen retail stores are far higher than the prices offered by most of the leading retail houses.
It is the parents who take the final decision regarding the spending and in view of low prices, even the parents encourage teens to buy garments from other stores. As the result of this, the retail stores that registered hefty sales a decade ago are struggling now. As per an early 2014 survey taken by YouGov involving around 6000 mothers of teenage kids, most of the mothers voted for those retail apparel stores that offer good variety of clothing at pocket friendly prices.
The media has also not been very supportive to most of the exclusive teen retail stores. The criticism for the quality of clothing and prices has been taken very seriously by the customers, which in turn has resulted in reduced sales. The teens are aware about the quality of clothing and the difference between original and fake. Even when some of the stores in U.S.A. claim to sell teen clothing at low prices, the quality is greatly compromised, which earns these stores a bad name.