Profiling later aged female teens: mall shopping behavior and clothing choice

Retailers agree that segmenting and developing an understanding of target segments are important inputs to differentiating products and enhancing shopping propensity. Most shopping behavior and choice profiling tends to generalize rather than develop useful segment information. Thus, most results are not useful for targeting and positioning. A survey was conducted to examine shopping choice behavior of a very important and economically viable segment of this teen market called the “later aged female teen”. It was found that a typical later aged female teen was born to shop. Making the right choice, especially for her clothing, is important both from a social affiliation and a social influence position. This group felt brand (fit, look, and style) to be the most important attribute to consider in apparel choice and later aged female teens wanted excitement in their shopping venue. Shopping was important and there were risks associated with an incorrect choice of their clothing. Finally, the desire to stay and shop at the local mall seemed to be a function of the mall composition and excitement.