h o w Follow that Kid! s h o p - Washington Postmedia.washingtonpost.com/wp-srv/business/pdf/TeenRetail_060407.pdfMNG by Mango Paradise Pen ... Offers “eclectic mix” of men’s

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


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:


— Emily Kpodo

“They have a bunch of really cute stuff and it’s inexpensive.” 0

40

30

20

10

50



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:


“I like the preppy, relaxed style. Nice colors, too.”

— Nadine Gibson

20

0

10



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:


“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%


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


$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


$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

Documents

h o w Follow that Kid! s h o p - Washington Postmedia.washingtonpost.com/wp-srv/business/pdf/TeenRetail_060407.pdfMNG by Mango Paradise Pen ... Offers “eclectic mix” of men’s