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Teen Retailers Face Parental Disapproval

Results from a new survey by YouGov BrandIndex could hardly have given merchants at the stores cause for optimism.

PARENTAL DISSENT: Teen retailers have struggled to get their target customers into their stores, and now it appears they have a new problem — disapproval of parents. The YouGov BrandIndex surveyed parents on where they would be most likely to buy and how they perceived teen brands’ value, and the results could hardly have given merchants at the stores cause for optimism.

Abercrombie & Fitch fared worst with just 7 percent of respondents considering the brand for a purchase, below American Eagle Outfitters’ mark of 18 percent and Aéropostale’s 16 percent, and with a lower value perception than any of the 11 stores covered.

This story first appeared in the April 23, 2014 issue of WWD.  Subscribe Today.

Forever 21 scored best, at a numerically appropriate 21 percent, while fast-forward favorite H&M garnered an 11 percent purchase intention score. By contrast, discounters Wal-Mart and Target received yes votes from 65 and 43 percent of the parents, respectively.

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