Unlike the average teenager’s mood, the junior accessories business is stable these days. Summer business was lackluster at best, due to hurricane weather in the Southeast and more schools calling kids back to class earlier in August. However,...
Unlike the average teenager’s mood, the junior accessories business is stable these days. Summer business was lackluster at best, due to hurricane weather in the Southeast and more schools calling kids back to class earlier in August. However, many firms found that by introducing new items to the market in the fall, they were able to excite customers and generate a better-than-expected holiday business.
In fact, companies said the junior customer never tires of new product. Keeping up with their interests and attention span is key to sustaining good business. Short turnaround times from the moment a buyer makes a request to shipment is also crucial, firms said.
MORE, MORE, MORE
Teenagers may complain that they are unfairly labeled a fickle bunch, but junior accessory designers seem to think there’s at least an ounce of truth in it. Many vendors reported that coming up with enough new product for their customer every season is their biggest concern.
“It’s always a challenge to come up with new groups,” said Faith Knight, who designs a Los Angeles-based eponymous accessories collection. Knight added that to keep her ideas fresh and distinguish her designs from the rest of the market, she tries to minimize outside influence.
“I don’t even shop the stores,” she said, “because I don’t want to be influenced by what’s out there.”
Still, the same trends seem to pop year after year, so Knight was able to gauge the popularity of nature-inspired themes. For spring, she is including shells and wood, two top jewelry trends seen across the market. She also is trying something different by offering embellished tutus in bright colors, an idea she came up with from observing teen style icon Gwen Stefani, who has been appearing on red carpets with four “Harajuku girls,” so named for the hip shopping district in Tokyo where trendsetters often don outlandish mix-and-match outfits.
But pinpointing an item or look that’s going to drive sales is difficult, she said.
Michael Datz, president of Trendy LLC, a Waltham, Mass.-based accessories firm, agreed. “Customers want a lot of new and they don’t want to spend very much,” he explained.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)