Chapter 4 - Pearson

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80 SECTION I Introduction to Fashion Retailing
Children. Ranging in age from birth to under thirteen, this group has become increasingly
more important to the fashion retailer. Although newborns don’t count as purchasers,
children from such early ages as three begin to be important as those who influence
those who do buy the products. Because these young children watch television, they are regularly
inundated with commercials for a wide range of products, and they often badger their
parents until they get what they want. Older children are also influenced by their favorite
television characters and often want to emulate their favorite personalities by dressing as
they do. Companies such as Gap and Limited have taken their cues from the potential of
this market and have expanded their operations. As the size of this age group grows Gap
continues to open more units of Baby Gap and Gap Kids, as does the Limited with Limited
Too.
Teenagers. When it comes to purchasing trendy fashion merchandise, this age classification
has no rival. Teenagers tend to embrace everything that comes onto the fashion
scene. If short skirts are the order of the day, they opt for the shortest; if it is ankle-length
skirts that are being touted, then they will wear skirts that drag on the floor. No matter the
shoes’ color, the size, and the shape of its heel, teens will buy them if they’re in style. Teens
are often influenced by what is being worn on their favorite television shows. For example,
the 2002 program American Idol significantly impacted the styles teenagers bought.
Young children have become increasingly more important to retailers, although they are not the direct purchasers.
(Andy Crawford © Dorling Kindersley)