Big retailers seek teens (and parents)

Having lost shoppers to hip specialty shops, department stores are reinventing themselves to attract both adults and their style-minded children.

J.C. Penney, Macy's, Bloomingdale's, Saks Fifth Avenue and Kohl's are all adopting approaches — from celebrity-designed fashions to mobile marketing to better fitting rooms — to try to lure young shoppers without turning off their parents.

J.C. Penney, Macy's, Bloomingdale's, Saks Fifth Avenue and Kohl's are all adopting approaches — from celebrity-designed fashions to mobile marketing to better fitting rooms — to try to lure young shoppers without turning off their parents.

STORY: Celebrities lend star quality to teen marketing

With consumers cutting back on spending, many retailers have decided the best way to recapture them is to deliver a more cutting-edge experience and trendier clothing to attract their kids. The reasoning: Even as parents tighten their belts, they still spend freely on their children. If kids can get their parents to drive them to stores, the parents will end up shopping for themselves, too.

Middle-class teens, it turns out, represent a fairly recession-proof demographic, with outsize influence on household purchases.

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