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) – USATODAY.com
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.