By  on September 14, 2010

The teen market has a new price leader, as Forever 21 displaced The Wet Seal Inc. for the lowest average unit retail (AUR) price this month.

According to a study by Eric Beder, analyst at Brean Murray, Carret & Co., Forever 21’s AUR declined to $15.34 this month, down 9.3 percent from its September 2009 AUR, while Wet Seal’s climbed to $17.36, up 13 percent from the year-ago level.

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