Posted by & filed under Part 1 Business in a Global Environment, Part 2 Starting and Growing Your Business, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: Luring young shoppers into traditional teenage clothing stores has become a tough sell. When 19-year-old Tsarina Merrin thinks of a typical shopper at some of the national chains, she doesn’t think of herself, her friends or even contemporaries. “When I think of who is shopping at Abercrombie,” she said, “I think it’s more of people’s parents shopping for them.”


Date: Jan 31, 2014


Questions for discussion:

  • Summarize what you learned from this report about retailing and teens?
  • What are the solutions that management should consider?

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