h o w Follow that Kid! s h o p - Washington...
Transcript of h o w Follow that Kid! s h o p - Washington...
Coolest thing they own
14
10
5 5
3
11
7
556
What theywish they ownedTop five categories their
coolest items fell into: Top five categories their wish-list items fell into:
5 of the 10 who listed shoes named an athletic shoe
Techitem
Shoes Dress Shirt/T-shirt
Jewelry Techitem
Hand-bag
Shoes Dress Car
Stores teens loved most
30
25
29
23
19
23
23
16
14
9
1. American Eagle 25
2. Hollister 23
3. Forever 21 21
4. Coach 21
5. Abercrombie & Fitch 19
6. PacSun 16
7. Nordstrom 15
8. Delia's 14
9. Old Navy 13
10. Aeropostale 13
Numberwho loved it
Number who say they have bought something there in past 6 months:
4 teens treasuredsomething vintage — 3 from mom or grandma
(Actual grandma not shown)
1 girl wished fora boyfriend
(Actual boyfriend not shown)
Coach was the most-mentioned brand
(5 teens)
Laptops are the most popular
desired tech item(3 teens)
Only 1 teen wished for the perfect pair of jeans
BY MELINA MARA — THE WASHINGTON POST
Abercrombie & Fi
tch
Banana
Republic Petites
Lucky Brand Je
ans
Sony Style
H by Tommy Hilfiger
Esprit
Urban Outif
itters
Barnes & Noble
Old Navy
PapayaOakleyMexxGuess
Laila
Rowe
Victoria’s Secret
Free People
Hollister
Restoratio
n Hardware
Lids
Champs
Naturalizer
Gymboree
Lego
ClubLib
by Lu
Franklin
Covey
California
PizzaKitc
hen
Steak
Escape
Forever 2
1
Pacific Sunwear
Finish Li
ne
Nextel
New Balance
H&M
H&M Men’s
The North Fa
ce
West Elm
Coastal Fl
ats
Brio T
uscan
Cafe
Fye Music
&
Movies
Bistro
Neisha Thai
Modern Nails
Alaso
Zales
Jewelers
Skechers USA
Disney Store
Sephora
Talbot’s Kids &
Babies
American Eagle
Delia’s
Gap & Gap Body
Charlie Chiang’s K
wai
Desert Moon Cafe
Famous Fa
miglia
Great Wraps
Taka Grille
Eddie BauerAbercro
mbie IcingRuehl
Banana Republic
Bostonian
Auntie
Anne’s
Hallmark
Crabtree & Evelyn
Brookstone
AidoC.O. B
igelow
Bailey Banks &
BiddleBombay
Aeropostale
Wet Seal
MNG by Mango
Candy Heaven
Paradise Pen
Whitehall J
ewellers
The Limite
d
Diva London
N.Y. & Co.
Baker’s Shoes
Foot L
ocker/
Kids Foot L
ocker
Journeys
Picture People
Claire’s
G.N.C.
Starbucks
Love
Sac
Arhaus
Z-Gallerie
Cusp by
Neiman M
arcus
Gordon Blerch
Barnes & Noble
Electronics
Boutique
Limite
d Too
Christia
n Bernard
Slade’s
Restaurant
TGI Friday’s
AMC Theaters
PumaPapyrus
Janie & Jack
Le Salon
Luciano’s
Beadazzled
Payless Shoe SourceCarlton Cuts
Texas Bar-B-Q Factory
Cold Stone Creamery
FOOD COURTGrill Kabob
Five Guys Burgers and Fries
Philadelphia Cheesesteak Factory
SmallsFormalWearThingsRemem-beredKayJewelers
Tall Girl
Bubbles
SubwayKFC/Taco Bell/
Pizza HutDairyQueenSolstice
Fresh &Fruity
HelzbergDiamondsSulssa Spa
McDonald’sAsian Bistro
PandaExpress
Kelly’s Cajun Grill
Motherhood Maternity
Empty
Hair Cuttery
Modern Day Spa
ModernSalon
Lord & Taylor
Lord & Taylor
Shaw’s
Jewelers
BachrachSteve M
adden
Benetton
CoachLeatherware
Brooks Brothers
Williams-Sonoma
Grand CuisineTalbots MenThe Talbots
Talbots Petites
Talbots Women
Build-a-Bear WorkshopHaagen-Dazs
The Children’s PlaceLevengerMarmi
WilsonsLeather
Kenneth ColeNine WestRitz Camera
Lenkens-dorfer
Bang & Olufsen
SwarovskiTie Rack
Ann TaylorAppleFemme DeCarriere
L.L.Bean
KhouryBros.
L.L.Bean
Express/Express Men
Timberland
DiscoveryChannel Store
Fire& Ice
BareEssentials
Godiva
Lenscrafters
Clarks
Lucy
Ann Taylor
Movado
Paul Mitchell
FashionTime
Tysons Tailors
J. JillRoss-Simons
Original Levi’s Store
Stride Rite
Pottery Barn Kids
Bath & Body Works
Lane Bryant
Radio Shack
Bebe
Martin & Osa
Aerosoles
Nine West
English Trading Co.
Bloomingdale’s
Bloomingdale’s
hanns Andersson
JessicaMcClintock
Johnston &
MurphySunglass Hut
CVSAnn Taylor L
oft
Brighton
Collectibles
Chipotle
Sterling Optical
CingularThe BodyShop
Yankee Candle
AvedaSelect
Comfort
A/X Armani
Exchange
Elie Elie
P&C ArtWashington
Redskins Store
WhiteHouse/
Black Market
Point A
Easy SpiritEmpty
Rockport
Pure Beauty
Teavana
Starbucks
Foliograph Gallery
Everything
But Water
Rosendorf
Evans
Macy’s
Macy’s
Nordstrom
Nordstrom
Coldwater Creek
Domain
Na Hoku
SOURCES: Washington Post surveys, company filings, Piper Jaffray
What They Love
Where the Teens Went
Track the Kids Online
2nd Floor
3rd Floor
1st Floor
Focus on Five
Retail FoodKEY:
Daisy Diaz, 17
$85
Amount spent
Number of stores visited
6$79
4
Whitley Gaffney, 16
$97
Amount spent
Number of stores visited12
4$93
Kiara Hill, 13
$32
Amount spent
Number of stores visited6
4$28
Of the 61 shoppers, we picked five across a range of ages, backgrounds and geographic regions to track more closely. Here’s a look at where they went and what they spent their money on.
8 of 14 tech lovers listed an iPod or
MP3 player as their coolest thing
1 girl namedher horse;
35 teens named something they
could wearas their coolest thing
Aliya Rehman, left, and Saira Sohail shop at Tysons Corner Center.
4th most visited
Urban OutfittersOffers “eclectic mix” of men’s and women’s apparel, shoes and accessories targeting ages 18-30.
Store Performance
Why they like it:
20teens visitedthe store
“They have more unusual outfits and things you wouldn’t see every day. Everything is unique.”
— Gretchen Corcoran
0
10
20
30
Up11%
Net sales(percent change from comparablequarter in previous year)
I III III IV2006 2007
2nd most visited
HollisterOwned by Abercrombie & Fitch. Sells colorful surfer-inspired clothing for guys and girls ages 14-18.
Store Performance
Why they like it:
22teens visitedthe store
— Emily Kpodo
“They have a bunch of really cute stuff and it’s inexpensive.” 0
40
30
20
10
50
Net sales(percent change from comparablequarter in previous year)
I III III IV2006 2007
Up19%
5th most visited
Abercrombie & FitchMen’s and women’s clothing brand geared toward the “active campus lifestyle,” ages 18-22.
Store Performance
Why they like it:
19teens visitedthe store
“I like the preppy, relaxed style. Nice colors, too.”
— Nadine Gibson
20
0
10
Net sales(percent change from comparablequarter in previous year)
I III III IV2006 2007
Up7%
3rd most visited
Forever 21Los Angeles-based retailer. Sells knockoffs of designer fashions for women at relatively low prices.
Why they like it:21teens visitedthe store
“A big variety of clothing for a good price.”
— Amy Weldon
(Sales information unavailable because company is not publicly traded)
Graphic by Laura Stanton, Karen Yourish and Andrea Caumont
Follow that Kid!And Watch Those Sales.
hey do as much browsing as buying, and they seem to spend half their mall time at food courts. So what real connection is
there between teenage shoppers and retail success? To cactch a glimpse, we followed 60 girls and one boy as they cruised Tysons Corner Center one Saturday. Reporters, photographers
and videographers charted where they went and what they spent — and compared it to national data on their favorite stores. We also interviewed the kids on what’s cool in their schools, how they respond to marketing and other aspects of the total shopping experience.
T
Most Popular First Stops Nordstrom and American Eagle(7 each)
Food
KEY TO MAPNumber of teens whovisited each store:
Retail
20 or more teens
5 or more
10 to 19 teens
1 to 9 teens
1 to 4 teens
Not visited by teens
Our Teens vs. Kids NationwideOur shoppers shared four of five of their top brands with most teens. The chart below tracks the four stores over the past five springs in the national survey.
Nationwide
Hollister
American Eagle
West Coast Brands
Abercrombie & Fitch
Forever 21
1
2
4 4
1 1
222
44
11
5 5 5
Our shoppers:
American Eagle
Abercrombie & Fitch
Aeropostale*
Hollister
Forever 21
4
1
2
33
55
’07’06’05’04’03
1
2
3
4
5
SPRING
RANK
*Not in top 5 nationally for the past 5 springs
Top 10 stores, based on dollars spent by the teens
1. Hollister
2. Urban Outfitters
3. American Eagle
4. Abercrombie & Fitch
5. Delia's
6. Forever 21
7. Old Navy
8. Macy's
9. Nordstrom
10. Bloomingdale’s
$498.44
$319.59
$288.79
$211.47
$207.30
$255.23
$173.44
$155.81
$143.40
$146.00
BY THE NUMBERS
Shoppersstarted here
1st most visited
American Eagle OutfittersSells its own brand of casual clothing at “affordable prices,” targeted to ages 15-25.
Store Performance
Why they like it:
26teens visitedthe store
“They have a lot of really cute clothing and they have an all-access pass card that helps you save.” 0
10
20
30
40
50
Up17%
Net sales(percent change from comparablequarter in previous year)
I III III IV2006 2007— Aileen Weldon
Total spent by all the kids:$3,764.85
Average spent:$61.72
Total shopping time:3 hours
(11 a.m. to 2 p.m.) Total stores visited:
70 storesof more than 250
Average number of storesvisited by each shopper:
6.5 stores
Wished she owned: A car.
Bought: A $58 black dress at Macy's. She used gift cards and spent $19.
Her school’s had-to-have item this year: Something from Abercrombie or Hollister.
Least favorite stores: Abercrombie and Hollister. “Not my style.”
Bought: Two shirts at Forever 21 for $8.60. “I didn't like the service there.”
What influences her purchases: “My mom. What she says, goes.”
Adam Rothe, 13
$111
Amount spent
Number of stores visited4
$11$100
Bought: A $100 pair of white Nike Shox.
His school’s had-to-have item this year: Crocs sandals.
Sneha Rao, 14
Amount spent
Number of stores visited6
$49
Least favorite store: American Eagle. “Everything is too overpriced.”
Her school’s had-to-have item this year: Polos and shorts.
www.washingtonpost.com/teenshoppingFollow them through the mall with
an interactive map (below).
howteens shop