Home / Knowledge / News / Teens shoe shoppers in favor of department stores
Teens shoe shoppers in favor of department stores
27
Aug '10
With the back-to-school retail season underway, The NPD Group, Inc., a leading market research company, released an analysis of where and why teens purchase athletic footwear from its Retail and Brand Landscape Report Series. While the shopping destinations of choice are discount stores and mass merchants, department stores are gaining some traction with this demographic.

According to NPD's Consumer Tracking Service, teens ages 13 to 17 accounted for almost 20 percent of athletic footwear sales during the back- to- school selling season (July, August, and September) during the past 3 seasons. An examination of this age group in the Retail and Brand Landscape Report Series shows that discount stores and mass merchants rank number one in converting teen shoppers from considering them as a place to shop and to get them to make a purchase. The 2010 results represent an increase for these types of stores among male teens (from fifth last year to first this year), while for female teens they stayed in the number one position from last year to this.

The channel that seems to have benefited the most from the shifts in the retail landscape this year is the department store channel. For male teens department stores have moved up four places this year to the number two place for converting shoppers into buyers of athletic footwear. Department stores also moved up the ranking with female teen shoppers and by two places, from number six last year to number four this year.

“Successfully converting a willing shopper to a purchasing shopper is critical. In this period of changing consumer spending, retailers can't afford to lose opportunities to capture a greater share of that spending,” said Dee Warmath, senior vice president, Retail Insights at NPD. “In the case of department stores, these improvements indicate that they have made a more compelling impression on teen shoppers, are satisfying a greater share of their priorities and then getting them to make a purchase.”

In 2010, purchasers of teen athletic footwear still want a store that fits who they are from the perspective of experience and product offering. What is new is the increase in importance of being seen as 'growing in popularity,' with a greater percentage of teen athletic footwear purchases being based on how teens perceive others are viewing the product.

“These shifts in priorities mirror the broader pattern we've seen,“ noted Warmath, “Consumers are no longer looking to 'get stuff,' it is much more about getting the right stuff, and right stuff is being determined to a greater extent by what others are saying about your product and brand. Appealing to consumers desires to make an appropriate investment and finding products that satisfy the greatest share of their priorities will be key to being successful.”

NPD Group Inc

Must ReadView All

Apparel/Garments | On 29th May 2017

Christopher & Banks Corporation Q1 2017 sales down 11.5%

The net sales of Christopher & Banks Corporation for the first...

Apparel/Garments | On 28th May 2017

Over 45% US retailers to use AI in next 3 years: Report

Over 45 per cent retailers in the US plan to utilise artificial...

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Interviews View All

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Varinder Singh Jawanda
Trendy Bharat

Sizing and fitting issues are inherent problems for companies expanding...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search