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Teen stores in tight location for back
houston (AP) Halfpriced jeans and promotional freebies are already popping up at the mall with the beginning of school still weeks away,/p>
Teen clothing sellers may have had some misplaced optimism about the effectiveness of the economic recovery when orders were placed in the spring, And shops are armed with hip jeans and fast fashion of their own. The battle for backtoschool dollars is giving parents reduce choices for backtoschool clothing,/p>
Aeropostale corporation. Just established marking down all new jeans by 50 percent. the company is 40 percent off at abercrombie Fitch Co, based in the Columbus suburb of New Albany, kansas. Other sales gimmicks include free cellphones and a chance to audition for a movie,/p>
The budget, Which seemed on the mend earlier, Has hit some rate bumps, And that has some skillfully developed wondering if teen merchants will be able to get rid of the piles of jeans and flashy Tshirts they bought expecting a stronger consumer rebound,/p>
Stubbornly high joblessness, very bad among teens, Has shoppers keeping a lid on losing and spurring bargainhunting in a teen backtoschool clothing market worth $11 billion, According to online survey firm NPD Group Inc,/p>
Consumers have been shopping more later for backtoschool needs,[link widoczny dla zalogowanych], With the majority of the buying in August and September. That's why stores attempt to grab shoppers now with big discounts, Though they are able to take a hit on profits if the discounting goes too far,/p>
most likely, That's what must be done to get parents to spend,/p>
With Americans spending more of their limited discretionary dollars off of clothing and more toward gadgets like flatpanel TVs and Apple Inc.'s ipads, your strugle to get shoppers to spend for backtoschool fashions will be intense for all clothing merchants. But for teen chains in shopping malls, It's been a slower climb out on recession's sales funk than for their bigger rivals. Moreexpensive merchants such as a had to cut prices to cater to thriftier shoppers. Penney company. And Macy's inc. Are muscling in on their own turf as well, Taking a page from whitehot fastfashion chains such as Forever 21 and Swedish fashion retailer Hennes Mauritz AB by quickly changing assortments of limited, cost effective fashions,/p>
Cincinnatibased Macy's is betting its new subject matter Girl fashion line, put together by pop star Madonna and her 13yearold daughter Lourdes, Will resonate with a younger creation who didn't go clubbing in sheer lace tops. the range, a modern twist on that 1980s look,[link widoczny dla zalogowanych], Is costed from $12 to $40,/p>
malls are going after teens where they hang out online. Penney recruited six trendsetting teens to construct YouTube "carry" lessons, Where they critique fashions off their latest shopping trips (Which Penney obtained). These videos are a key compound in the chain's fall marketing,/p>
Teen department stores have more to lose. They get about 25 percent of annual sales from your backtoschool season, Instead of 10 percent to 15 percent for malls, to be able to Kurt Salmon Associates, A retail consultancy,/p>
They were also hurt more by economic downturn. child merchants' 1.5 percent revenue enhance since February, The start of industry's fiscal year, Is hardly a rebound likened to last year's 10.5 percent drop inside same period. malls had a 4.5 percent develop so far this year, A firmer bounce within a 5.9 for every cent decline. The figures matched to revenue at stores open at least a year,/p>
Complicating everything is teen clothing specialists were much more optimistic than rivals when they placed orders earlier in the year when the economy looked stronger, documented Eric Beder, Retail analyst at Brean Murray, Carret company. That forced them to cut prices more than planned on summer goods to make room for fall transport,/p>
Also working from the teen chains: In tough industrial times, Spending moves shift more toward parents. That favors discounters and shops, Which tend to carry more hearty brands, Beder defined,/p>
The slump for the teen chains, which had routinely posted strong sales gains for a decade or more, Began in 2008 with the recession. Teen having been fired has since risen steadily and is now at 26 percent. The flourishing recession also meant teens couldn't rely on their parents to buy extras and pushed the teen chains to doubledigit sales declines,[link widoczny dla zalogowanych],/p>
One bright spot may possibly be Aeropostale, Which has consistently posted sales increases and whose jeans are 20 percent more cost efficient than A which run about $53 for the premium washes. But even Aeoropostale sees the requirement to discount. provider at The Buckle, that offers namebrand clothes like Lucky jeans ($89 or older), Has sputtered because of the fact April,/p>
Besides discount, Teen dealers are rolling out a raft of gimmicks,/p>
A resurrected its racy and dubious catalog after a sevenyear hiatus. The template: some sort of "private room Backstage pass" To an A phone display test. Tied to that is an online marketing campaign in which abercrombie fans can win an audition for a Hollywood movie by buying jeans and photographing themselves in them and submitting them through the company's Web site and Facebook site,/p>
American Eagle aimed to jumpstart denim sales by giving anyone who tries on jeans a free smartphone (the catch: They had to enroll in a twoyear contract). that give ended Tuesday. Company officials declined to reveal how the promotion fared,/p>
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