US retailers target teen apparel market

According to Reuters, U.S. clothing retailers are having to rethink their retail models as more and more teenage girls become loyal fans of fast fashion stores.
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Teenagers are becoming obsessed with fast fashion that is updated every second, which has prompted many retail tycoons to abandon the conservative preppy clothing styles that have remained unchanged for a decade, but some retailers are still unmoved.
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“Traditional teen clothing retailers are taking risks because some girls are not that fashionable,” said Needham & Co analyst Kristin, “but it’s really hard to choose between pursuing fashion and staying true to yourself. ”
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Since last autumn, the sales volume of American Eagle and Abercrombie & Fitch sold in shopping malls have begun to decline. The sales volume of American Eagle has dropped by 10% compared with the same period last year, and the sales volume of Abercrombie & Fitch has dropped by 25% compared with the same period last year. At the same time, competitor Aeropostale has seen significant growth in same-store sales by providing more fashionable products for teenagers and their parents.
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According to Goldman Saatchi’s survey, 65% of teenagers aged 18-24 said they would rather go shopping at H&M and Forever 21 this year than the more traditional Abercrombie & Fitch, American Eagle and Hollister.