When it comes to targeting the junior customer, one thing is certain — companies are in for a real challenge.
With tough competition and a shift in teen spending, the junior sportswear category continues to face major headaches. As teens become more fashion-savvy, they head to contemporary departments to stock up on brands such as Juicy Couture and True Religion, and appear to be less interested in lower-priced junior labels. This shift can be seen across the board, as many teen retailers reported steep declines in same-store sales for the holiday season; Pacific Sunwear just revealed plans to close its 154 D.e.m.o. stores, which targeted the junior streetwear market, and department stores work to keep up with popular specialty chains such as Hollister Co. and Urban Outfitters Inc.
Steve Aoki held a presentation, a runway show and outdoor concert for his men's line Dim Mak. Here's a look from his spring 2018 collection, which was titled "Paradise Found." #wwdfashion #wwdmens (📷: George Chinsee)
"It's really hard sometimes. I think I have a reputation for being really tough and aggressive and pushy but I really am a very shy person who wants to be liked, and that's the conflict constantly. There's something that takes hold - I want people to like me, I don't want to be mean - but if I see something that just cries out to be answered, I go for it," says renowned NBC News correspondent Andrea Mitchell. (📷: @axeldupeux)