For junior apparel companies, once the price and quality are in place, getting the name known is the essential goal.

It’s no wonder the junior business is so appealing. According to estimates from the U.S. Census Bureau, the number of 13- to 19-year-olds is expected to jump from 32 million in 2002 to 34 million by 2010. In the apparel industry, that means there’s room for more brands. American teens spent $172 billion in 2001, up from $100 billion in 1995, said Teenage Research Unlimited of Northbrook, Ill., noting typical teens spend about $104 a week. In all, nearly 30 percent of all U.S. retail spending is generated by teens or someone shopping for them.

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