Teens Too Cool for Retailers, Holiday Projections Low

Several mall favorites: American Eagle, Aeropostale, Abercrombie & Fitch, and others are projecting dismal profits this holiday season. Major retailers believe that they’ve lost their hype with the 14 to 17-year old age group.  Before fast-fashion retailers like H&M, Zara, and Forever 21 became popular in the U.S., mall retailers made major coins with trendy logo wear.  But, my-oh-my how things have changed.

Clothing is losing steam overall when it comes to things that teens like to purchased. Teens no longer like to look the same. They enjoy showing off  their individual personalities through their clothing. And, they fear being the guy or girl with no swag.

Technology, in fact, is the BIG must-have nowadays and retailers know that the holidays projections are low.

Teens are more interested in playing on smartphones than hanging out at the mall where these stores are. They’re also more likely to spend their money on iPhones and other tech gadgets than on clothes.

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