• Will A Customer-Centric Brand Disrupt Teen Fashion in 2015?
    Although the economy is improving with wages up and many retailers experiencing better results, teen fashion brands are still not doing so well. Just last month, Abercrombie & Fitch CEO Michael Jeffries resigned after several quarters of weak sales. Earlier in 2014, American Eagle's CEO mysteriously quit after less than two years on the job. Aeropostale also recently announced plans to close 75 stores after eight consecutive lousy quarters.
  • Bah, Humbug!
    When I was a kid, more decades ago than I'd like to admit, I got a Christmas gift that I was really excited about. I'm a little hazy about the particulars but I'm pretty sure it was a dump truck that was meant to produce exhaust as you played with it. (This was obviously before climate change, when pollution was still fun.) On the 26th, when my grandparents came to visit, I wanted to show it to my grandfather. Unfortunately it wouldn't work and I was really upset. He tried to fix it but couldn't and told me it was ...
  • Getting Personal With Young Consumers
    Teens are limiting their social circles by choice. Our report found that only 30% of teens aged 14-17 have a large social network, compared to 45% of 18- to 34-year-olds. Teens have seen the effect that mass-scale social media has had on their older counterparts and don't want to repeat the same mistakes. When they first arrived on social media, Gen Ys strived to attain vast, extensive networks, but eventually realized that many people in the group of "friends" they had acquired were little more than acquaintances and random connections that added little to their lives. Teens, on the other ...
  • Teens And Online Privacy: It's More Complicated Than Marketers Think
    Conventional marketing wisdom suggests that teens don't care about online privacy. It's assumed that teens worry less about sharing private aspects of their lives online, but that line of thinking is inaccurate.
  • Teens, Brands And Shopping Behavior
    The whirlwind of holiday shopping is underway. The National Retail Federation projects U.S. retail sales of more than $600 billion during November and December, a 3.8% increase over 2013. Per-shopper spending is expected to reach nearly $600, higher than any point in the past seven years. This is excellent news for merchants across the country.
  • 5 Trends For 2015
    As 2014 nears to a close, here are a few key trends that will rise to prominence in the coming year. These growing shifts are all intrinsically tied to teens' cultural interests and personal habits. As their lives evolve and what's cool is constantly in flux, marketers need to be on top of these changes in teens' mindset and attitudes in order to find the best ways and most relevant content to reach young consumers.
  • Building A Lifelong Connection With Teen Customers
    I recently had an a-ha moment. I'm aging myself here, but it happened during my 20-year high school reunion.
  • Digital Citizenship For Marketing
    As we actively seek out teens through digital media, we still have an obligation to keep them safe online.
  • Teens Care More Than We're Giving Them Credit For
    Earlier this year President Obama spoke at the University of California-Irvine's graduation commencement and shared, "Your generation - the most educated, the most diverse, the most tolerant, the most politically independent and the most digitally fluent in our history - is also on record as being the most optimistic about our future. " He's right, and the research backs him up, but what's remarkable is how rarely mass media portrays this changing young consumer in such an optimistic light.
  • They'll Catch Them If They Can
    Last night, I attended the Digital Identity Forum in New York. The event was designed to help digital advertisers, publishers and the technology companies that support them better understand the changing nature of digital identifiers. To begin the event, Frank Abagnale Jr., the former fraudster made famous by the book, movie and Broadway show "Catch Me If You Can," talked about the issues of fraud and identity.
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