Research Survey Shows Decline in Teen Fashion Spending
Consumer Sector Expertise
Piper Jaffray recently released the results of the 14th biannual proprietary research survey on teen spending habits and retail brand perceptions, titled “Taking Stock With Teens.” Senior research analyst Jeff Klinefelter and a collaborative team of other research analysts conducted mall research field trips in 10 cities in the United States where they surveyed 980 students. They also partnered with the national DECA organization for the sixth time to complete an additional 3,000 teen surveys.
Overall, the results of the survey show that total fashion spending declined 24 percent from the spring 2007 survey. However, the fashion category still represents 42 percent of the total teen budget for the fall 2007 season.
Teens ranked Hollister as the number one clothing brand, followed by West Coast Brands and American Eagle.
Top clothing brand preferences - national school survey - all students
Spending by category - national school survey - all students
- Read the press release (Oct. 10, 2007).
- Watch a video (MPEG format) of Jeff Klinefelter summarizing the teen survey.
- Access the full research report on our Insitutional Client Access site
(user name & password required).