Comments on: Mom Marketing, Teen Targeting http://www.joedigitalblog.com/brand-storytelling/531 Reach. Entertain. Retain. Tue, 06 Dec 2011 21:49:42 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Peter Schankowitz http://www.joedigitalblog.com/brand-storytelling/531/comment-page-1#comment-319 Peter Schankowitz Thu, 24 Sep 2009 16:25:29 +0000 http://www.joedigitalblog.com/?p=531#comment-319 Steve---well said sir. Yes, not all stores need to follow suit, but I am betting, by and large, that it should be the focus for most. Given the economy, I am betting Mom is being viewed as "cooler" these days and her wallet even cooler. As for my personal shopping issues, once the stores can cure the narcolepsy that immediately comes upon me upon entering any clothing store, they are really in business. Steve—well said sir. Yes, not all stores need to follow suit, but I am betting, by and large, that it should be the focus for most. Given the economy, I am betting Mom is being viewed as “cooler” these days and her wallet even cooler.

As for my personal shopping issues, once the stores can cure the narcolepsy that immediately comes upon me upon entering any clothing store, they are really in business.

]]> By: Steve Ochs http://www.joedigitalblog.com/brand-storytelling/531/comment-page-1#comment-318 Steve Ochs Thu, 24 Sep 2009 15:25:48 +0000 http://www.joedigitalblog.com/?p=531#comment-318 My wife (we're old enough to have a teen, though we don't) still buys some stuff at Aeropostale and we both occasionally shop at what would be considered "teen and youth" retailers. Following the philosophy that servicing "mom" is beneficial could be a double edged sword for some. For instance, Hot Topic or Zumiez create a clearly youth-defining atmosphere that would be subverted by any capitulation to adult comfort; they are an ersatz club house for the kids. Mom needs to wait outside, or the atmosphere is shot. Macy's, however, always understood the shopping subject's companion and has installed flat panel TVs near the couches outside their dressing rooms (I am proud to have had FOX news switched off the set during one visit to the Simi store!). The very narrow line that must be walked is between the retailers keeping mom happy and keeping their "cool." My wife (we’re old enough to have a teen, though we don’t) still buys some stuff at Aeropostale and we both occasionally shop at what would be considered “teen and youth” retailers. Following the philosophy that servicing “mom” is beneficial could be a double edged sword for some. For instance, Hot Topic or Zumiez create a clearly youth-defining atmosphere that would be subverted by any capitulation to adult comfort; they are an ersatz club house for the kids. Mom needs to wait outside, or the atmosphere is shot.

Macy’s, however, always understood the shopping subject’s companion and has installed flat panel TVs near the couches outside their dressing rooms (I am proud to have had FOX news switched off the set during one visit to the Simi store!).

The very narrow line that must be walked is between the retailers keeping mom happy and keeping their “cool.”

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