Web presence and specifically Social Media presence is not longer a nice-to-have option for most businesses, it is an absolute necessity. Social Media is a good way to access the teenage market, but presence alone is not enough. Engage the audience with interaction and images and don’t forget to use careful timing. Internet (websites) are becoming preferred shopping channels for the teenagers.

1. Retailers Face the Terrible Teens
 Submitted by:
Prashant
Shawn
Professor : Samuel Lota Jr.

2. Business
 What is business?
It is a practice of making one’s living by engaging in
commerce.

3. Different Types of Businesses
 Retail
 Services
 Manufacturing & Production

4. But One Thing Is Common????
CUSTOMERS
Every individual who is buying or using your goods or services is your
customer

5. Teenager customers
Rest 87%
Teenagers
14%
US Population Chart
According to the 2010 U.S. Census, there
were 40,717,537 youth age 10-19 in the
United States, 14% of the total U.S.
population

6. Teen Spending By Category
Books 2%
Furniture 2%
Clothing
21%
Food 18%
Accessories
10%
Shoes 9%
Car 8%
Electronics 8%
Music &
Movies 7%
Video
games 6%
Concerts &
Events 6% Other 3%
Spending chart

7. Some Facts during Recession
 Aeropostale has had a bullish summer with
second-quarter net income rising 43% over the
previous year.
 Other teen retailers (The Gap and A&F have
suffered losses).
 Abercrombie's website offered no back-to-
school promotions; prices for girls' jeans
ranged around the $90 mark.
 Aéropostale's website highlighted its 50%-off
sale on jeans, which brought all girls' jeans
down to between $20 and $30

8. Some Facts during Recession
 Erin Armendinger, managing director of Wharton's
Jay H. Baker Retailing Initiative. "I think this
downturn has proved that: The teen market is not
recession proof.“
 According to data collected in early August by
WSL Strategic Retail, a Manhattan-based
marketing consulting firm, 56% of teens are
buying less in general, due to rising gas, fuel and
food prices.

9. Spending Behavior
 Fashion Spending Has Paused Against A
Challenging Seasonal and Cycle Backdrop.
 Intent To Spend Remains Encouraging; With
Trend Catalyst, Spending Could improve.
 Parents were Contributing Less To Teen
Spending “they are more likely to say NO”.
 Channel Shift Continues Toward Internet and
Outlet From Specialty Stores

10. Teens Indicate Intent To Spend More
On Fashion

11. Internet and Outlet Outpace Specialty As
Preferred Shopping Channel

12. Digital Mall
 In 2008 a quarter of back-to-school shoppers
purchased online, a 3% increase from 2007.
 With teens becoming more important for marketing,
firms a beginning to look to social media for
oportunities.
 “Smart retailers realize having an online presence is
not just a nice thing to have; it’s a necessity to do
business with teens, who have grown up online.

13. Example
 Kohl’s is utilizing Stardoll.com as a web presence.
 Stardoll.com is an online socially based interactive
fashion game for girls.
 In 2008, Stardoll had 20,000,000 members.
 Kohl’s utilizes celebrity clothing lines with celebrities
that have stardoll.com accounts called “me dolls.”

14. Challenge for Marketing
 Difficult to relate online presence to real world
purchasing.
 In the case of Kohl’s and Stardoll.com, the purchasing
is in the background, and can be difficult to relate to
activity on the site.
 Kohl’s was the number one destination from traffic
from Stardoll.com, so it can be seen as effective in at
least attracting potential customers – Social Media

15. Social Media Marketing
 It is a good idea for companies to take a cautious and
experimental approach to Social Media.
 When something is working, it may be a good idea to
increase the effort… however,
 Many trends in social media change on a very short time
scale. What works this week may not work next.
 Companies must be flexible and be aware of the shifting
trends in the online world.

16. 2014
 Even in just past 6 years, social media marketing has
increased exponentially.
 Over 60% of businesses feel that Social Media can return
dividends (Forbes.com)
 Presence alone is not enough:
 Be Aware of Timing – It is far more effective to send an email at
the moment your target audience is likely to be checking for it.
 Prompt for Action – Ask, in moderation, for the customer to
perform some action.
 Use Images – Photos perform better than links and text, but they
also perform better than video.
-Forbes.com

17. Conclusion
 Web presence and specifically Social Media presence
is not longer a nice-to-have option for most
businesses, it is an absolute necessity.
 Social Media is a good way to access the teenage
market, but presence alone is not enough. Engage
the audience with interaction and images and don’t
forget to use careful timing
 Internet (websites) are becoming preferred shopping
channel.

18. Submitted by:
Prashant
Shawn