Retailers to teens have always had to simultaneously appeal to the actual consumers of their products and to the keepers of the exchequer quaintly known as parents. In flush times, they counted on the wiles of the former to loosen the purse strings of the latter. But in these tight times, Elizabeth Holmes reports, teen-clothing retailers are focusing on their core clientele: moms. Aeropostale is designing stores with more seats and wider aisles to accommodate parents with strollers, and staffers are exhorted to "TTM," or target the mom. Buckle is offering personal-shopping appointments outside of normal store hours. Old Navy …

Pizza Hut's iPhone app became the first from a fast-food purveyor to be included in an Apple commercial that broke nationally last night. While it's difficult to quantify the boost a brand gets from an Apple TV endorsement, writes Emily Bryson York, there's no doubt it's good to be singled out. iBird Explorer, a field guide, quickly became the No. 1 reference app after just seven seconds of face time. The Pizza Hut app was designed with an Apple ad in mind, says Ian Wolfman, chief marketer for Pizza Hut's digital agency, IMC2, but the computer maker called the pizza …

Helen of Troy, which bought the Infusium 23 brand of hair care products from Procter & Gamble in March, is giving the 85-year-old brand its first major marketing campaign in years, Elaine Wong reports. TV spots refer to the brand as "The One," comparing its virtues with that of the perfect boyfriend. Women tend to feel anxiety when shopping for hair products, according to Marc Broccoli, hair care marketing director at Idelle Labs, a division of Helen of Troy. "They are on a constant quest for the perfect product to give them a good hair day, but none of …

Airlines squeezed by the recession, high fuel prices and the impact of swine flu threats on travel patterns are playing a delicate juggling act with the added fees they are tacking on to passengers airfares for everything from checking a bag to borrowing a pillow, Allison Linn reports. "It's very much a balance of what customers are asking for, in terms of entertainment, and what we need to do in terms of sustaining the airline," says Delta spokesman Paul Skrbec. The reality is that while flyers complain about the additional fees, they seem willing to accept them …

In applauding a new crop of breast cancer PSAs that "leverage male lechery," Dan Neal writes that the increasing frankness of the ads in "has been a bright spot of adult sensibility in what is Americans' generally neurotic relationship to the female anatomy." A spot with the tagline "Save the Boobs," from Rethink Breast Cancer is "one of the few occasions when the male tendency to objectify the female body is put to good use, as opposed to selling beer and premium football cable packages," Neal writes. Its chilling message that breast cancer is the leading cause of cancer …

With 2,000 outlets expected to open this year alone, the number of Subway franchises soon will outnumber McDonald's worldwide, Jeff Tyler reports. One reason for its growth is its willingness to be flexible. "We have a store in a church. Car-wash locations. You name it, we can put a Subway there," says Don Fertman, Subway's director of development. It helps that there's no broiling or frying involved and that franchises can be had for as little as $80,000. All that said, as Morningstar analyst Jeremy Cohen points out, McDonald's still dominates when it comes to sales.