6 August 2010 16:36
Marketers should focus on developing tools that mimic the experience of high street shopping for teen girls, according to a new report.
Emarketer claims that fashion retailers could sell more than half of their wares online by offering teenagers tools that allow them to recreate how they shop in stores.
According to Jeffery Grau, some brands are already catching on to the unique 'feedback' system that young girls use to decide what to purchase.
"Some [tools] enable teens to shop online and instantly get feedback from peers about a considered purchase.
"Others help teens mix and match fashion outfits. Online retailers that are seriously interested in building their teen customer base should put these tools high on their list of web development priorities," he commented.
A separate half-year report from Piper Jaffray found that clothing purchases totalled nearly half (43 per cent) of US teens' spending for spring this year.
Overall, fashion spending takes more than a fifth (22 per cent) of total teen spending, with accessories and footwear constituting 11 per cent and nine per cent respectively.
Mr Grau also added that teenagers should be given alternative payment options as well, such as debit cards, so they can purchase online more easily.
Posted Stanley Jack
