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Dedicated Follower Of Fashion

 

Posted At: 22 September 2008 16:52 PM
Related Categories: Future of Retailing, Retailers

 

Reuters USA posted an interesting article last week about the slow in sales at traditional teenwear brands American Eagle Outfitters and Abercrombie & Fitch. These two brands in particular have been dominant in the teen apparel market of the States for a number of years, with their results usually giving a good indication of how the market is performing.

But things seem to be a-changing! As always, I think music can say it best…in 1999, LFO liked girls who wore Abercrombie & Fitch…while in 2008, Scouting For Girls like a girl who looks like them girls in Vogue. I think this conveniently highlights my point.

The increased focus on fashion for teenagers, driven through TV (The Hills), film (Bratz: The Movie) and magazines (Teen Vogue) is causing a shift in the tastes of young shoppers from the casual jeans and t-shirt styles of Abercrombie to the leopard print and leather loving fashion seen at, say, H&M.

As always, what happens in America is echoed over here in Blighty (what is it they say, America sneezes and Britain gets a cold?). The once popular Bay Trading has posted continuously poor results over the last few years; former value favourite C&A has disappeared from the UK (although they maintain a strong presence overseas) and New Look have severely ramped up their catwalk rip-offs over the last ten years. The ultra-hip Topshop and aforementioned H&M, however, got them some famous designers and celebrity endorsements to push their fashion credentials and have reaped the benefits with record results becoming a norm.

Personally, it worries me. I used to be quite happy roaming the streets (not literally) in my raggedy jeans, and I now get the distinct impression that the girls I see in town on a Saturday wouldn’t be seen dead in stonewash denim (not until next season, anyway – hot tip for you there ladies!), let alone an elasticated waist (my first pair of jeans – green denim, no less – were elasticated)!

It does make me sad, because being a young teenager should be all worrying about GCSC grades and how much you hate your parents, not chastising yourself for forgetting skinny is out and bootcut is in...

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The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of SnapShop or Pragma in any way.

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