Teen retailers get a cold shoulder for holidays
December 12, 2014 - fall Denim
Published on 12/11/2014 – 10:08 am
Written by ANNE D’INNOCENZIO, AP Retail Writer
(AP) — Being a teen can be tough, though catering to one is even some-more difficult.
Teen retailers are training that doctrine a tough approach this holiday season.
The longtime CEO of Abercrombie Fitch on Tuesday abruptly late only a week after a tradesman posted an 11.5 percent quarterly sales dump and slashed a annual distinction forecast. And American Eagle and Aeropostale gave gloomy forecasts for a entertain that includes a holiday selling deteriorate after any posted diseased sales for a fall.
Teen retailers are confronting ho-hum formula during a time when altogether U.S. sell sales are adult 5.1 percent over a past 12 months, a Commerce Department pronounced Thursday.
It’s a vital change for teen retailers. They became renouned in a final decade for their trademark tees and smart jeans, that became a high propagandize uniform of sorts. But given a recession, these stores have been losing preference with their core demographic.
One reason is technology. Teens are some-more meddlesome in personification on smartphones than unresolved out during a mall where these stores are. They’re also some-more expected to spend their income on iPhones and other tech gadgets than on clothes.
And when they do buy clothes, they do so differently than past generations who found comfort in sauce like their peers. Today’s teenagers evade a thought of wearing a same outfit as a lady or male sitting subsequent to them in chemistry class.
Case in point: Olivia Nash, a 16-year-old youth from Washington, D.C. Nash used to emporium during American Eagle and Abercrombie, though now she pulls together pieces during a accumulation of other retailers.
“When we was younger, everybody wanted what everybody else had,” she says. But now, Nash says “everyone is putting their possess particular spin” on their look.
This change in teen selling patterns isn’t mislaid on retailers that spent years building their brands around a arrange of “insta-look” that shoppers could buy right off a rack.
The 3 large teen retailers are removing absolved of shirts and other equipment that have their logos and adding smart fashions and jaunty styles. They’re permitting shoppers to buy online and collect adult in stores. And they’re removing fashions in stores faster in an bid to contest with supposed fast-fashion retailers like HM.
American Eagle, a mid-priced code of a 3 chains, says it’s adding jeans with opposite washes this holiday season. Meanwhile, Aeropostale, that is during a low-price operation with jeans during about $40, is adding all from cropped lead tank tops to floral edging leggings. That’s a switch for a retailer, that used to concentration on basis like jeans and sweatshirts.
Julian Geiger, Aeropostale’s CEO, concurred a change in a approach teenagers emporium during a speak with investors final week. But he pronounced a sequence has combined too many looks in a fervour to follow after fast-fashion chains.
“I still trust that while they essay for individuality in many ways, during 14- to 17-years-old, they still wish to be supposed by their friends and peers and that there is still a uniform that they wear that creates them cool,” pronounced Geiger, a chain’s former CEO who was rehired in August.
For a part, Abercrombie, whose other brands Hollister Co. and Gilly Hicks, has finished a biggest changes.
The chain, that says it’s hired an executive hunt organisation to find a inheritor to a CEO, has combined neoprene celebration dresses and mistake fur vests this holiday season. Additionally, it introduced black equipment — something it had never finished before.
But maybe a biggest change business will see is during a money register. The retailer, that could simply sell $90 jeans before a recession, is henceforth slicing prices opposite a house by 15 percent.
“It is really transparent that a immature attire zone in that we work is going by a duration of intrusion and turmoil,” pronounced effusive CEO Mike Jeffries on a discussion call with investors final week after a sequence expelled unsatisfactory quarterly results. “In response to that, we are creation poignant changes.”
Les Berglass, CEO of an executive recruiting organisation that works with retailers, pronounced Abercrombie and other teen bondage also need to incorporate some-more record so that as shortly as business travel in a store with their smartphones, they can commend them and assistance them.
“They have to make a product that is some-more sparkling than a iPhone6,” he said.
Nash, a Washington, D.C., high propagandize junior, pronounced during slightest one of a teen retailers is on a right track. She pronounced she’s beheld trendier styles on Abercrombie’s website: “I consider we might try behind to a store.”
A peek during now gone teen brands
Remember Merry-Go-Round, a once-hot teen tradesman that went out of business in 1996? Teens’ variable function has helped write a obituaries of many once hot-retailers and brands over a final dual decades:
Ruehl’s: A multiplication of Abercrombie Fitch that launched in 2004 and catered to abundant immature shoppers in their 20s. It shuttered all 29 stores in 2009.
Demo: A multiplication of teen sequence Pacific Sunwear of California that launched in 1998 and sole hip-hop fashions shuttered a 154 stores in 2008.
Bugle Boy: The brand, founded in a 1980s, was renouned for a parachute-style denim jeans. It was famous for a crafty TV blurb that featured a immature male in Bugle Boy jeans who gets asked by a woman, “Excuse me, are those Bugle Boy jeans that you’re wearing?” It went out of business in 2001.
Merry-Go-Round Enterprises Inc.: The inhabitant teen wardrobe tradesman was formed in Joppa, Maryland and operated locations underneath Merry-Go-Round, Dejaix and Cignal. It thrived from a 1970s to a early 1990s. In a heyday, it had some-more than 800 stores. But it finished some large merchandising mistakes like not chasing after a lumber-jack look— flannel shirts and complicated boots— and went out of preference with teens. It finished adult liquidating a business in 1996.