Nov 27, 2009
15-20 Shop Research
Here is some of the information I gathered by going around a variety of shops and asking questions, taking photos etc. Most places were okay with photos, but not all of them. I shall post that stuff later.
American Apparel
15-20 Year Olds: 70%
Gender: Mainly Female
What sells: Bright colours, short, tight
Youth grouping: Mixed, but trendy
Size?
15-20 Year Olds: 40%
Gender: Mainly Male
What sells: High top Nikes mainly, bold colours
Youth grouping: Mixed, but people who are style conscious
Vans
15-20 Year Olds: 50%
Gender: Mainly Male
What sells: Authentic/Eras shoes and Illustrated T-Shirts sell well (Robert Crumb tshirt is expected to sell out quick)
Youth grouping: Skaters, College kids, Urban also
Puma
15-20 Year Olds: 35%
Gender: Mainly Male
What sells: High top shoes, not so much sports shoes
Urban and dance culture mainly
Volcom
15-20 Year Olds: 33%
Gender: Mixed
What sells: People bought a real mix of stuff, as the store manager explained it, they are the only shop in Europe, so people come from around the UK to get stuff there. The beany hats sold well.
Youth grouping: People who skate, snowboard, surf etc. Or people who want to buy into the lifestyle.
Record Shop
15-20 Year Olds: 10%
Gender: Mainly Male
What sells: Mainly sold Dubstep and Grime stuff to that age group
Youth grouping: Urban
Carrhartt
15-20 Year Olds: 25%
Gender: Mainly Male
What sells: Sold some jeans and some hats.
Youth grouping: Not sure
Kid Robot
15-20 Year Olds: 75%
Gender: Mixed
What sells: Figured sell very well, clothes not so much.
Youth grouping: Mainly skaters and creative people
King Apparel
15-20 Year Olds: 50%
Gender: All Male
What sells: Tshirts sold well, hats not so much
Youth grouping: People who like Urban culture and music
WESC
15-20 Year Olds: 60%
Gender: Mainly Male
What sells: Hoodies, Headphones and Bobble hats
Youth grouping: All over the place, but dance and urban stuff for sure.