Fashion Spend Up for Affluent Teens

Teenagers want More Denim, Netflix and YouTube; Less Handbags and Broadcast Media, According to Survey of 9,400 Teens. Piper Jaffray Companies completed its 30th semi-​annual Taking Stock With Teens research survey, which highlights spending trends and brand preferences amongst 9,400 U.S. teens across 46 states. This cycle marks a milestone for the survey, celebrating its 15th consecutive year.

"The power of our teen survey goes beyond the information we capture in any given season.åÊRather, it aids our ability to zoom out and monitor bigger, and sometimes more subtle, but very real trends. For example, we‰Ûªve observed fashion choices are moving back to authenticity across denim brands, performance athletic brands and independent cosmetic brands,‰Û said Neely Tamminga, senior research analyst.

Fall 2015 Key Findings

Fashion, Beauty and Personal Care:

  • While overall teen spending is down from the spring survey, spending on fashion is up among upper-​income teens.
  • Denim brands are inflecting positively for the first fall since 2010 and the category is up substantially from last year. However, this is not coming at a cost to athletic brands ‰ÛÓrather, we are seeing a declining rate in fast fashion retailers as a percentage of overall upper-​income females.
  • In athletic brands, there is a clear divergence between performance athletic and peripheral athletic brands. Nike and comparable brands are strengthening in view of their mindshare dominance and authenticity.
  • Accessories spending among females decelerated 4% year-​over-​year, in addition to a decline in the intention to purchase handbags.
  • Within cosmetics, there is a trend of de-​concentration of brands, where mega brands are ceding share to smaller, independent brands. Central to this shift is the rise of individuality over conforming to a crowd.
  • Specialty stores are replacing broader merchandise/​department stores among affluent females by consuming 33% of their shopping time‰ÛÓa 5% increase over last year.

Digital Media, Gaming and Entertainment:

  • Amazon increased mindshare to 38% of the overall votes as a preferred website. Furthermore, Amazon Prime membership expanded 400 basis points versus just six months ago.
  • Teens are spending more time on Netflix and YouTube as opposed to traditional TV; the amount of time they spend on these websites combined equates to 59% versus traditional TV at 29%.
  • The most anticipated movies this year among teens are: 1) Hunger Games: Mockingbird, Part 2; 2) Star Wars, The Force Awakens; and 3) Divergent: Allegiant, Part 1.
  • In music, broadcast radio continues to cede share to streaming, and Spotify is gaining on Pandora.
  • 73% of participants anticipate buying a next-​generation gaming console or already own one, which is up 6% over last year‰ÛÓa faster uptake over previous cycles.

Stores selling the above-​mentioned hot items should be hot to trot some advertising toward the parents of teenagers! AudienceSCAN reports the best ways to reach parents is through TV and mobile. In the past month, 38.5% of Parents of Teens took action after viewing a TV spot, and 31% took action after seeing mobile smartphone app ads or text message ads. Parents of Teens are 41% more likely than average adults to think advertising on social networks like Facebook and Twitter is useful to them, so try some social ads too.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.