Targeting Tweens & Teens
May 16, 2008
Source: The Merchandise Group
When economic times tighten, retailers start looking for a demographic that remains unaffected, regardless of the economic climate. According to Columbus, Ohio-based Resource Interactive, that demographic may just be teens, who influence approximately 90 percent of all grocery and apparel purchases. With the surge of popularity in shows such as Hanna Montana and High School Musical, a very strong demographic is emerging with spending power that has little to do with the economy and everything to do with purchasing products they desire.
In a recent
Gift Shop Magazine article, New York-based Alloy Media + Marketing reported that sales for the tween and teen market is due to exceed $200 billion in 2008 alone. While tweens range in age from 8-12, teens extend the market up to age 19. Some experts even hypothesize that children as young as 7 are becoming part of this dynamic demographic. As tweens and teens are continually exposed to greater amounts of information, they become product savvy at an earlier age, thus creating an important market for retailers.
Major retailers such as J.C. Penney, Macy's, Bloomingdale's, Saks Fifth Avenue and Kohl's are eagerly working to cater to the teen market, according to a recent article in
USA Today. Tactics range from larger and more comfortable fitting rooms to celebrity-designed collections to cell phone marketing. Retailers realize that they must choose to market to either parents or tweens/teens, as they cannot cater to both. Kids are naturally drawn to retailers and store designs that make them feel comfortable via loud music, bright colors and hip designs. These are, of course, not the same elements that draw parents into a retail location.
"It's somewhat of a natural process to reject the kinds of retail environments that your parents are associated with," said Leon Schiffman, marketing professor at St. John's University in Queens, N.Y. in the April 2008
USA Today article.
Catering to the tween and teen market then becomes a balancing act of providing them with more adult-like options, while still allowing them to be kids, such as offering fashion-forward clothing, but making sure it also contains a unique edge. Retailers do well to strategize on product placement, store design and offerings before pursuing this finicky market. But once an overall strategy is in place, there are a few sure bets for the 8-19 market.
Self-Development Products
Although not as mature as the adult genre of self-help, tweens and teens are drawn to items that empower their independence and give them the ability to make their own decisions. Journals and fun, fill-in-the blank books, such as the popular All About Me series fit this category.
Friendship-Oriented Offerings
Friendship necklaces/rings and other jewelry items are a huge hit with this market, as well as sleepover gear for creating a girls slumber party.
Arts & Crafts
Creative craft projects particularly appeal to the tween market. This can be making jewelry, a photo album/scrapbook or building a model car. Older teens may be more drawn to painting kits, advanced beading/jewelry making and other art-inspired products.
Self-care Products
Tween and teen girls in particular go ga-ga over make-up, bubble bath, lotions, pedicure kits and other feel-good products.
Personalization
Monogrammed notebooks, decorations and jewelry are particularly attractive to the tween and teen market these days. It validates their drive for independence and allows them to make their mark in the world.
So while other businesses panic about the economic climate, you can rest assured that by targeting tweens and teens, your company will always be busy.
Targeting Tweens & Teens
May 16, 2008
Source: The Merchandise Group
When economic times tighten, retailers start looking for a demographic that remains unaffected, regardless of the economic climate. According to Columbus, Ohio-based Resource Interactive, that demographic may just be teens, who influence approximately 90 percent of all grocery and apparel purchases. With the surge of popularity in shows such as Hanna Montana and High School Musical, a very strong demographic is emerging with spending power that has little to do with the economy and everything to do with purchasing products they desire.
In a recent
Gift Shop Magazine article, New York-based Alloy Media + Marketing reported that sales for the tween and teen market is due to exceed $200 billion in 2008 alone. While tweens range in age from 8-12, teens extend the market up to age 19. Some experts even hypothesize that children as young as 7 are becoming part of this dynamic demographic. As tweens and teens are continually exposed to greater amounts of information, they become product savvy at an earlier age, thus creating an important market for retailers.
Major retailers such as J.C. Penney, Macy's, Bloomingdale's, Saks Fifth Avenue and Kohl's are eagerly working to cater to the teen market, according to a recent article in
USA Today. Tactics range from larger and more comfortable fitting rooms to celebrity-designed collections to cell phone marketing. Retailers realize that they must choose to market to either parents or tweens/teens, as they cannot cater to both. Kids are naturally drawn to retailers and store designs that make them feel comfortable via loud music, bright colors and hip designs. These are, of course, not the same elements that draw parents into a retail location.
"It's somewhat of a natural process to reject the kinds of retail environments that your parents are associated with," said Leon Schiffman, marketing professor at St. John's University in Queens, N.Y. in the April 2008
USA Today article.
Catering to the tween and teen market then becomes a balancing act of providing them with more adult-like options, while still allowing them to be kids, such as offering fashion-forward clothing, but making sure it also contains a unique edge. Retailers do well to strategize on product placement, store design and offerings before pursuing this finicky market. But once an overall strategy is in place, there are a few sure bets for the 8-19 market.
Self-Development Products
Although not as mature as the adult genre of self-help, tweens and teens are drawn to items that empower their independence and give them the ability to make their own decisions. Journals and fun, fill-in-the blank books, such as the popular All About Me series fit this category.
Friendship-Oriented Offerings
Friendship necklaces/rings and other jewelry items are a huge hit with this market, as well as sleepover gear for creating a girls slumber party.
Arts & Crafts
Creative craft projects particularly appeal to the tween market. This can be making jewelry, a photo album/scrapbook or building a model car. Older teens may be more drawn to painting kits, advanced beading/jewelry making and other art-inspired products.
Self-care Products
Tween and teen girls in particular go ga-ga over make-up, bubble bath, lotions, pedicure kits and other feel-good products.
Personalization
Monogrammed notebooks, decorations and jewelry are particularly attractive to the tween and teen market these days. It validates their drive for independence and allows them to make their mark in the world.
So while other businesses panic about the economic climate, you can rest assured that by targeting tweens and teens, your company will always be busy.
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