• USA Today, Monday, April 14, 2008 10:45 AM

Youths are among the few categories of shoppers who seem comfortable spending freely these days. J.C. Penney, Macy's, Bloomingdale's, Saks Fifth Avenue and Kohl's are all adopting approaches--from celebrity-designed fashions to mobile marketing to better fitting rooms--to try to lure young shoppers without turning off their parents.

Penney, for example, is stressing its brands' names--not its company name--much as Oldsmobile did years ago, when it began introducing trendier cars. Last month, it announced an exclusive new apparel line, Fabulosity, designed by reality TV star and former model Kimora Lee Simmons. In July, it will launch another brand, Decree, that is "more updated than Abercrombie" says CMO Mike Boylson, "with the same look, same feel, at half the price."

The clothes will be sold in departments with better lighting and more displays showing how to wear different outfits. (Penney's research found teens were seeking more fashion guidance from stores.) Apparel will be divided into different "lifestyles," ranging from wholesome active wear to hip city styles. It is targeting teens through ads in theaters, interactive web sites and mobile marketing.

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