The teen apparel market, with junior sportswear at its core, can be the most fickle of categories, but also among the most lucrative.

After all, teens spend a great deal of their free time at the mall looking for the next big thing in fashion. But in order for a brand to be successful, it has to tap into the teen lifestyle, which can vary greatly. If a girl lives in Southern California, shopping for a new pair of Roxy board shorts may be on her agenda. If she lives in Manhattan, a trip to the Macy’s junior department for a new pair of pants from Necessary Objects can be in order.

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