Blue Fusion Releases National Youth Survey On Teen Retail Shopping Behavior
May 7, 2004 - Blue Fusion, a youth marketing consultancy formed out of a partnership between DC consulting firm Westin Rinehart and teen-marketer Buzz Marketing Group, announced results today of a national online survey of 500 teens from all across the U.S. detailing their views on the topic of brand advertisements. Respondents ranged in age from 15-18, and were 49/51 male/female.
I Buy My Underwear at Kmart, But Nothing Else
"In response to the question, "Do you shop
mass retail outlets like Wal-Mart, Target and Kmart for clothing?"
62% (62) percent of teens answered "Yes". Of those teens who
said yes to Kmart, Target and Wal-Mart - 45% (45) percent of them will
only purchase underclothing: such as bras, underwear, tank tops, socks
and undershirts. What is the number one reason they make their purchase
here? 42% (42) percent of the teens answered "Good Prices,"
compared to the 3% (3) percent who answered convenience.
"I buy my underwear and socks at Kmart, but nothing else. It falls
apart," said Kelly, 17 year old from Chicago. If they only buy their
underwear at the mass retail outlets, where do teens buy their clothes?
In response to the question "Do you shop at mid tier department
stores like Sears, JC Penny and Kohl's for clothing?" - a whopping
80% (80) percent answered yes. Why? 28% (28) percent said strictly for
jeans - while 20% (20) percent of the said "Good Prices." Could
it be that teen shoppers are savvy when it comes to spending their dollars?
"I Like Name Brands But Don't
Want To Pay The Price"
In response to the question, "When shopping for
clothing, does price matter?" 92% (92) percent of teens said that
price does matter, and the cost will influence their purchasing decision.
Although less than half of the teens surveyed, 44% (44) percent said they
shopped at discount brand stores such as Marshall's, and TJ Max - if they
did - the reason was "Name Brands For Less Money." The number
one reason for not shopping at these stores was "Convenience".
"I like name brands and I know these stores carry them but sometimes
the stuff is hard to find, you know?," said Teddy, a sixteen year
old from Los Angeles, California."
Our survey showed that teens are conscious shoppers and do not have large
issues with shopping at discount retail outlets," said Tina Wells,
CEO of Buzz Marketing and managing partner of Blue Fusion. "They
like name brands, but they are more willing to pay less for them if it
is convenient."
ABOUT BLUE FUSION
Blue Fusion is a consultancy and talent agency focused solely on the youth market. The company is created with the belief that young people make up a large market of consumers who deserve a campaign that speaks directly to them. Blue Fusion is dedicated to providing companies with the ability to reach youth by better understanding youth. Through aggregation and analysis research, Blue Fusion is able to produce quality ideas that positively affect the bottom line of its clients. Through Blue Fusion's proprietary network of youth consultants, the firm is able to provide companies with the expertise they need.
ABOUT WESTIN RINEHART
Westin Rinehart is a leading strategic communications consulting firm serving Fortune 500 companies and large organizations. Westin Rinehart devises strategies for safeguarding clients' corporate profiles, establishing relationships with federal, state and local leaders, meeting market challenges and a host of other activities aimed at increasing the bottom-line. For more information on Westin Rinehart, visit the website at www.westinrinehart.com.
ABOUT BUZZ MARKETING GROUP
Buzz MG serves as a liaison between youth and companies that target them. Our proprietary peer-to-peer network of 9,000+ youth provides us with a plethora of information and resources for targeting youth better. Our unique group of youth consultants brings added value to every client we serve. The foundation of Buzz MG has always been a research-based corporation, and we utilize that knowledge to benefit all of our clients. For more information on Buzz Marketing Group, visit the website at www.buzzmg.com.
CONTACT
Tina Wells
tina@buzzmg.com
tel: 646 792 2174