Jim Liebelt's Youth Culture Watch

In Tight Economy Teen Retailers Take Notice of Moms

The tight economy has meant fewer jobs for teens, leaving more of them with empty wallets and at the mercy of that heartless arbiter of teen fashion: mom. The Wall Street Journal reports that even stores that specialize in clothes for younger consumers are following the money to its source. Aeropostale's employee handbook states: "Because parents make the final decision, they want to feel valued, and they want to feel good about what they purchase."

Retailers have traditionally catered directly to their teen customers. But some are now going out of their way to be mom-friendly, and the matriarchs are noticing:

"We're cognizant of the mom and the impact that that mom has," says Tom Johnson, executive vice president and chief operating officer of Aeropostale ... Mr. Johnson says meeting her needs "is critical to our success." ... Ana Greenfield, a mother of two teens from Paramus, N.J. finds the store "less snooty, less provocative" than other teen retailers.

Meanwhile, those "provocative" retailers may be ignoring mom at their own peril. Abercrombie & Fitch remains "committed to the nightclub-like atmosphere popular among teens" for both its flagship and Hollister brands. Turned off moms wait outside the store, seething over the "very aggravating, very loud" atmosphere on the other side of the door, and veto purchases that they deem too expensive.

Source: The Consumerist
http://consumerist.com/5366838/tight+fisted-moms-set-rules-on-teen-clothing-purchases#c

Teens Slash Clothing Spending

Piper Jaffray's new "Taking Stock With Teens" survey has confirmed what teen retailers have been reporting: Among the 8,100 teens surveyed, with a median age of 16.7 years, spending on clothes is down 19%.

A bigger surprise, however, is that they are actually spending more on shoes -- a 9% increase, according to the 17th semiannual survey, and 8% more on accessories. In fact, shoes are hot: "Footwear posted the strongest year-over-year and sequential results at a 4% and 21% gain respectively," the Minneapolis-based brokerage firms says in its report -- "an indication that the strong footwear cycle, particularly relative to the weakness in apparel, continues for the youth demographic."

Overall, teen spending fell 14%. "The decrease in spending leads us to believe that the economy is forcing parents and teens to cut back on spending across the board," the report adds. "Teens and their parents are still buying new clothes, footwear and accessories, but are more selective and increasingly price-conscious. This will force retailers to discount prices and offer unique promotions to keep a steady flow of spending until the economy improves."

Source: MarketingDaily
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104876

Modest But Not Mousey

More information on the tween/teen fashion trend toward modesty... Apparently, the more modest fashion comeback appears in the Hanna Montana movie, and as such, can now be declared official.

Droves of tween girls went, with their BFFs (and often their brave parents), to the new Hannah Montana movie this past weekend. While the singing and dancing of course took center stage, both the tweens, decked out in their Miley Cyrus fan gear, and their parents were also paying close attention to the surprisingly modest outfits in the movie - which seems to be making modesty's comeback in the tween fashion category official. Lead by tweensetter franchises such as High School Musical, iCarly and tween queen Hannah Montana, girls are finally backing away from the belly-shirts and short-shorts of years past.

Why are tweens no longer aspiring to dress like Britney? One reason is that many tween entertainment properties are now featuring more innocent (and wacky) looks. As such, tweens are seeing their role models wearing cardigans instead of tube tops and they want to do the same. Additionally, tweens these days are much closer to their parents. As the generation gap closes, tweens are truly looking to their parents for second opinions and are seeking parental approval in their clothing choices. Also driven by the recession, women and girls of all ages are looking to spend money on conservative pieces that work for any occasion instead of flashier pieces that might not be in style next season.

Source: TrendCentral
http://www.trendcentral.com/Webapps/App/SnapShots/Article.aspx?ArticleId=7581

Retailers Widen Options, Including More Modest Clothes

According to a report from USA Today, the bad economy means good news for parents who have complained in recent years about the limited availability of modest clothing for their kids. It seems clothing retailers are responding to consumers by providing more clothes that can be worn in a variety of settings. These clothes tend to be more modest. Keep in mind that this does not reflect a change in values on the part of retailers. It's about their bottom-lines. But, at least for the time being, it's a positive change.

Modesty in young women's clothing is getting a boost from the dismal economy.

When consumer spending was in overdrive, retailers could sell to the masses and ignore the more muted voices asking for, say, a decent supply of sleeved shirts or prom dresses that show more fabric than skin.

Now, however, it's the rare retailer who's willing to take the chance of turning off any possible customer. Luxury-store clerks can no longer afford to look down at scruffy shoppers, and store owners of every sort are recognizing the one-size-fits-all approach to retail buying no longer works.

Whether it's more of a fiscal or moral shift, understated girls' clothing may indeed be making a comeback.

Even flashy Chanel designer Karl Lagerfeld declared "bling is over" and noted the economy is prompting a "new modesty," in an interview with the International Herald Tribune this year.

Retail consultant Ken Nisch says the trend is more moderation than modesty, but the effect may be the same.

"It's not because of a moral revival but about sensibility," says Nisch, chairman of retail brand and design firm JGA. "What's provocative has often been ultra trendy, and it just doesn't make sense to buy things you can't wear for a lot of occasions anymore."

Source: USA Today
http://www.usatoday.com/money/industries/retail/2009-03-08-teens-modest-retail-clothes_N.htm

Today's Rant: Levi's Ad Campaign Goes Too Far

Well, I used to like Levi's. After years of wearing 501s, Levi's has managed to flushes whatever goodwill I had toward the brand down the toilet in one fell swoop. In what looks to me to be an act of desperation to gain some relevance in the marketplace, Levi's has released its instantly controversial "Unbutton Your Beast" ad campaign. On its website (don't go there!) visitors can select their very own trouser puppets (like "Paul the Pincher" and "Saucy Sal") to customize and send to friends. It's blatantly nasty and completely inappropriate. Make no mistake, Levi's is encouraging visitors to focus on what's behind the buttons.

Although most fashion-conscious teens won't be caught dead wearing a pair of Levi's, I'm worried that the campaign which resorts to adolescent (or grade school) humor to attract them to the site will succeed.

Parents, don't let your babies grow up to wear Levi's.

Source: HomeWord

Do We Really Need Jeans for Christian Teens?

Biblical Appeal: Palmer Lake Company Flaunts Christian Themes on Clothing

Proclaim your faith on your backside.

A fledgling Palmer Lake clothing company hopes that's exactly what you'll want to do.

Castle Rock Jeans & Apparel, 780 Colorado Highway 105, is rolling out high-end jeans with a back pocket decorated with a Christian-related symbol and a corresponding biblical verse inside the waistband.

The line, called His Spirit Jeans, fills a market niche for Christian clothes while spreading the Gospel, said company President Bob Beard, 66.

Source: The Gazette
http://www.gazette.com/articles/exactly_34728___article.html/palmer_backside.html

This kind of thing is admittedly one of my pet-peeves, so you can take my words with a grain of salt. I've had an adverse reaction to "Christianized" products for a long time. I believe them to be partially the result of those that want to create a separate and safe Christian sub-culture and partially the result of those who want to take advantage and make a buck from that sub-culture. Sure, neither is inherently wrong, but I think it's unnecessary at best and counterproductive to the cause of Christ at worst.

In this case, for me, the idea of witnessing to others by having another stare at one's hiney seems to be quite contradictory. And just who exactly is going to see that Bible verse on the inside waistband? Spreading the Gospel? Really? WWJD? (Whoops, that reminds me of another clever marketing ploy that brought in some big bucks for companies in the 1990s...)