Less Than Rosy in the Teen Retail Space: Catering to the Fickle Romeo
Wall Street Journal recently put out an article highlighting the onslaught of restructuring and earning misses in the teen retail industry. Interestingly, one of the trends highlight teen retailers “may not be adapting fast enough to satisfy the fickle tastes of teenage shoppers.”
StyleSage got curious and wanted to see how the major teen retailers stack up against each other in terms of product offerings and amount of new products introduced in the last 30 days. We took a look at our data of four retailers; Aeropostale, Abercrombie, Anthropologie and Urban Outfitters.
The data shows that retailers who have weathered the slowdown in retail in the teenage sector have been those that offered a wide range of SKUs.
As an 18-year-old shopping near American Eagle in Times Square was quoted stating in the article “Abercrombie and American Eagle have their own style—it never changes…I only go there for basics, and that’s it,” maybe it is time for teenage retailers to take a deep dive into their range offerings and those of competitors’. Perhaps there are opportunities to revamp its business model to cater to the growing demand for refreshed product offerings.