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Teen Retailers - Spring Report

Article from: 
Thu, 17/04/2014 - 18:11
Ted Marzilli
Teen Clothing

Teen retailers are far behind their general competitors in two key metrics with parents: value perception and purchase consideration.

Of that struggling teen group, Forever 21 scores the highest on the two metrics, followed by Aeropostale and American Eagle. But all three still come up far short of where more broad-based retail chains such as Walmart, Old Navy, Target, Kohl’s, and J.C. Penney score with parents.

Given that purchase consideration is a key indicator of potential sales, this may still be encouraging news to potential buyers for Aeropostale, which is heavily rumored to be on the block. The brand has seen its stock decline 37% since March 13th, when it was announced that they had agreed to a financing package from Sycamore Partners, but no deal has been signed yet.

So called “fast fashion retailers” such as H&M and Forever 21 -- which can stock new items in as little as three weeks -- score better in value with parents. However, the picture changes for H&M when it includes the sales-connected purchase consideration metric – the percentage of parents who say they would consider the brand the next time they are in the market for apparel or footwear. The Swedish-based chain scores lower (11%) than American Eagle (18%) or Aeropostale (16%), and is even farther behind Forever 21 (21%).

By comparison to these well-known teen retailers, Walmart has a 65% purchase consideration score with Target coming in at 43%.

The biggest current outlier in the retail field is Abercrombie + Fitch, which has the lowest value perception and purchase consideration scores combined as deemed by parents. Their purchase consideration score is 7%, and on the Value score range of -100 to 100, with zero being equal positive and negative feedback, they reside at -16.

YouGov BrandIndex measured more than 30 of the most popular retail chains as perceived by adults with children under the age of 18. Each retailer was charted by combining two of YouGov BrandIndex’s most relevant scores: Value (“"Does it give good value for what you pay?") and Purchase Consideration ("When you are in the market next to purchase products in this category, from which of the following brands would you consider purchasing?”).

The range for the Purchase Consideration score is 0 to 100%.

Teen Clothing: Parents
Teen Clothing: Parents
Mass Clothing: Parents
Mass Clothing: Parents
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