Top women’s wear retailers that teenagers consider to be the trendiest.
Fashion spending by female teenagers is up 16 percent from last year, according to research firm Piper Jaffray & Co., which recently released the results of its 11th biannual survey on teen spending habits and retail brand perceptions, titled “Taking Stock With Teens.” The survey also found that teenagers as a whole continue to spend a significant amount of money on fashion, as it “represents 43 percent of the total teen budget.” The firm surveyed about 700 teens across North America in March. Specialty retailers continue to be the favored shopping channel for female students, as those stores represent 45 percent of the “shopping channel preferences” vote this spring. Which women’s retailers do these adolescents consider to be the trendiest? Below, the favorites that scored highest with teens, who ranked stores on a scale from 1 (“trendy”) to 5 (“out of style”).
1. HOLLISTER
Trendiness quotient: 1.81
Abercrombie & Fitch Co.’s surf-inspired brand Hollister, which launched in 2000, is on a roll with the teen population. Hollister’s merchandise, though similar to what A&F carries, is also on the cheaper side. For the fourth quarter of last year, A&F reported that Hollister’s sales jumped 71 percent to $358.9 million, while same-store sales were up 34 percent for the same period. In its report, Piper Jaffray stated A&F is strategically allowing Hollister to focus more on the teen shopper and believes “Hollister is a robust growth vehicle with the potential for 600 to 800 stores over time.”
2. ABERCROMBIE & FITCH
Trendiness quotient: 1.91
The New Albany, Ohio-based specialty retailer’s clothing lineup for the ladies this summer includes an array of denim skirts, casual polos and cropped pants in browns, grays and camouflage prints. The company reported in February that, for its most recent quarter ended Jan. 28, A&F stores were up 19 percent in the quarter to $473.6 million as same-store sales rose 18 percent. It also opened a flagship on Fifth Avenue in New York in November.
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3. URBAN OUTFITTERS
Trendiness quotient: 2.03
Just walking into an Urban Outfitters shop is a hip experience. The youth-minded stores scatter their trendy clothing, apparel and accessories throughout each location, while furniture pieces, chandeliers and wall art litter the oftentimes multilevel sites. Urban Outfitters’ Web site states, “Our stores offer a unique and eclectic mix of fashion merchandise in a lifestyle-sensitive store environment.” Female teen items currently available at Urban Outfitters are warm-weather tunics and frocks, along with clothing and accessories inspired by Edie Sedgwick and Andy Warhol.
4. NORDSTROM
Trendiness quotient: 2.06
WWD reported late last month that Seattle-based Nordstrom has been on a roll with strong sales results, “which are credited more to cosmetics, accessories, shoes and contemporary apparel offerings displayed in the Brass Plum, Savvy and t.b.d. departments than other women’s areas.” The $7.7 billion chain also sells apparel brands such as Princy by Jessica Simpson, Necessary Objects and Ruby Rox — all of which cater to the female teenager.
5. AMERICAN EAGLE OUTFITTERS
Trendiness quotient: 2.07
For fiscal 2005, annual sales for this specialty retailer were $2.31 billion — the first time over the $2 billion mark — up from $1.88 billion last year, while same-store sales rose 15.5 percent. This summer, the retailer’s focus is on denim miniskirts, boho minidresses, sundresses and capri pants for its female shoppers. The company currently is planning to expand its operations into Japan and other parts of Asia.
6. EXPRESS
Trendiness quotient: 2.09
In March, John Morris of Harris Nesbitt Research told WWD that, at Express, “new merchandising executives are showing early signs of success in repositioning the brand to be more on trend with compelling product.” WWD also noted that the chain’s parent, Limited Brands, has struggled for a couple of years to “right its Express division and offer core consumers fashions with a clear, age-consistent identity.” This summer, miniskirts, halter dresses and striped and colorful tanks and halters could bode well for young female consumers who plan to spend the season out of doors.
7. FOREVER 21
Trendiness quotient: 2.19
Founded originally as Fashion 21 in Los Angeles in 1984, Forever 21 has grown to more than 145 stores today, including its flagships, Forever XXI, in 25 states and Canada. Targeting the fashion-savvy female customer, Forever 21 offers trendy and reasonably priced casualwear, work apparel, shoes, jewelry and other accessories, as well as lingerie and cosmetics. Apparel ranges from casual hoodies and cowgirl denim shorts to dressy jackets and halter and wrap dresses.
8. PACIFIC SUNWEAR
Trendiness quotient: 2.32
Anaheim, Calif.-based Pacific Sunwear’s Web site says it best: “How does PacSun succeed when thousands of other clothing companies fail? We listen; and we change. We listen to get the trends, the solutions and find out what we’re doing right. The rest, of course, is history.” Offering skate and surf brands such as Quiksilver, Billabong, Roxy and O’Neill, Pacific Sunwear operates 814 PacSun stores, 96 PacSun outlets and 197 D.e.m.o. stores nationwide.
9. WET SEAL
Trendiness quotient: 2.41
Foothill Ranch, Calif.-based Wet Seal has been witnessing a resurgence within the teen retail industry. Since 2004, the company brought in turnaround specialist Michael Gold as a consultant, closed underperforming stores and managed to pull itself back from the brink of bankruptcy. The company operates two mall-based chains under the names Wet Seal and Arden B. With 308 locations, Wet Seal stores target fashion-conscious junior females by providing brand-name and company-developed apparel and accessories.
10. CHARLOTTE RUSSE
Trendiness quotient: 2.54
This growing, mall-based specialty retailer of fashionable, value-priced apparel and accessories for female teens and young adults reported at the end of last month that net sales increased approximately 35 percent during its fiscal 2006 second quarter. The company operates more than 400 stores in the U.S. and Puerto Rico, comprising 356 Charlotte Russe and 66 Rampage stores. The company, whose Web site offers a Q&A section with teenagers on style tips, favorite celebrities and personal fashion, expects to open up to 35 new Charlotte Russe stores by September.
11. ANTHROPOLOGIE
Trendiness quotient: 2.56
Anthropologie’s core customer is ages 30 to 45, yet its stores and products clearly speak to a younger consumer, as well. In 2004, Glen Senk, president of Anthropologie and executive vice president of parent company Urban Outfitters Inc., told WWD, “Rather than treating our stores as neutral territory or a showcase, we believe our store environment is highly synergistic with our product offer.” Anthropologie’s products cater directly to women: In addition to upscale home furnishings and books, accessories, dresses, skirts, tops, outerwear, pants and sleepwear all can be found there.
12. NEW YORK & CO.
Trendiness quotient: 2.58
This women’s specialty retailer, founded in 1918, is a leading chain of moderately priced women’s apparel; all merchandise is sold exclusively through its national network of retail stores. For summer, halter tops, camis, cropped pants and gauchos all are on tap for female shoppers. Though teens identify closely with this retailer, on Friday, WWD reported that New York & Co.’s first-quarter net sales are expected to be $264 million to $269.5 million, down slightly from a prior estimate of $277 million to $282 million. The retailer sees same-store sales falling 8.2 to 9.5 percent in the quarter.
Source: piper jaffray & CO.’s 11th biannual national “taking stock with teens” study; for additional rankings, go to wwd.com