April 17, 2014

Attracting A Younger Customer

Inside a book store, we see a nice display, don't we?

Top Teen Picks.

New Teen Fiction.

What is missing in this picture?

Teens.

It is good to offer merchandise designed to attract a younger audience.

Then, we have to find a younger audience. It's really hard to do that within a framework designed to attract the loyal, core customer.

Merchandising Challenge vs. Recession

Let's pretend you have a traditional apparel business with five categories. Mens Womens Co-Ed Kids Home You run your comp se...