Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Big retailers seek teens (and parents)

With consumers cutting back on spending, many retailers have decided
the best way to recapture them is to deliver a more cutting-edge
experience and trendier clothing to attract their kids. The reasoning:
Even as parents tighten their belts, they still spend freely on their
children. If kids can get their parents to drive them to stores, the
parents will end up shopping for themselves, too.


Big retailers seek teens (and parents) –
Having lost shoppers to hip specialty shops, department stores are reinventing themselves to attract both adults and their style-minded children.

J.C. Penney, Macy’s, Bloomingdale’s, Saks Fifth Avenue and Kohl’s are all adopting approaches — from celebrity-designed fashions to mobile marketing to better fitting rooms — to try to lure young shoppers without turning off their parents.


Filed under: clothing, Consumer, families, Teens, trends, Tweens

2 Responses

  1. Just as a side bar here – this is not a new idea. It has been around forever – and will continue to be around forever!

    Smart companies/marketers and sales people study their buyer personas – and when they run out of “specific” personas – always attack the “teen/tween” market. It has been and always will be one of the most lucrative – and one of the most dangerous to work in, if you can stay ahead of the curve – or build the curve yourself – it is the market to make a fortune within!


  2. It’s about time these large department stores start going more after the younger generation. I also don’t believe that this would turn away their parents, since more and more parents are buying more trendy clothing to stay in fashion these days.

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