Fashion brands targeting teens need to help them get validation – before they go elsewhere!

The latest eMarketer report that focused on Marketing to online teens proclaimed that “half of all teen Internet users bought goods such as apparel, books and music online.” And that their pockets are loaded with “$176 billion in person purchasing power”.  But they have particular needs online that winning retailers are beginning to really tap into.  Obviously, “social” is the answer at a high level; however it’s more than having a like button or a facebook page!

Jeffrey Grau from eMarketer says, “One of the keys for online retailers is to offer tools that enable teens to validate potential purchases with friends and get guidance in creating fashion outfits.”

Although “78% of Internet users ages 12-17 use social networks”, teen girls spend money on fashion (Social Media and Mobile Internet Use Among Teens and Young Adults, Feb 3, 2010). The fashion industry represented 43% of North American respondents’ spending plans in spring 2010.  Teen boys in contrast spent some time on apparel, but not surprisingly, they spent more on games and electronics.

The interesting difference between this generation and previous ones is that “Adults are more disciplined in doing product research.  They read product reviews, blogs and forums to help them decide on purchases” reports eMarketer.  Whereas, “ teens live in real time and have a short attention span…they lose interest very quickly.”

So, online retailers need to give teens the buy confidence that they have when they are in the mall with their pack.  Let them connect with their friends in real-time (while they are deciding on that pair of shoes) so that they move to the buy button rather than jump to another brand.  As eMarketer says, “provide teens with the shopping tools that give them the confidence to make purchases.  Online retailers that are seriously interested in building their teen customer base should put these tools high on their list of web priorities.

And lastly from eMarketer’s Grau, “Retailers must understand teen shopping behavior and attitudes to create customer interactions that are both fun and meaningful.  Those that succeed report a lift in new customers, greater loyalty and increased sales.”

Our clients have certainly found this.  From toy companies or shoe retailers to fashion brands, people sometimes want their friends to weigh in on purchases—in real time! Where is this functionality on your list?

Tags: e-commerce, fashion, innovation, ShopTogether, teen spending