9/15/2013
It takes more than just trendy clothes to attract teen girls to retailers, and, as a result, Wet Seal is utilizing a wide range of strategies to engage teen girls. “Why we’re starting to win and starting to get her back is that it’s really important we focus on that 16,” says Wet Seal’s John Goodman. “We really know that we get her out of the tween category, and then we get her-there’s a big difference between a 16-year-old and an 18-year-old girl.”
Wet Seal has deals with emerging recording artists Olly Murs, Bridgit Mendler, Mindless Behavior, Emblem3, Little Mix, and Imagine Dragons for social media campaigns. The “Wanna Be Next?” model search launches online and in stores in mid-September and includes a social sharing component for the first time.
Wet Seal is developing programming for the teen-targeted YouTube channel AwesomenessTV. In mobile, the chain is testing promotions that feature exclusive product offers.
And Wet Seal is the exclusive retail partner for Crush by ABC Family, launching in October. The deal features a minimum of 18 collections over the coming year. The initial collection of apparel and accessories emulates the items worn by key characters in three series airing on ABC Family. The shows, in turn, will incorporate trends guided by Wet Seal shoppers.
These items will be heavily promoted in store window displays, via traditional and social media channels.
Lastly, the chain is introducing a new concept, Wet Seal Plus, for larger-sized teens. These store-within-a-store concepts include tops, bottoms, jeans, dresses, and jackets in sizes 1X to 3X and bottom sizes 14 to 24. The items will mirror Wet Seal’s regular-sized apparel. In September, Wet Seal is opening its first Jr. Plus, a store dedicated to plus sizes, in Central Valley, N.Y.
SOURCE: Wet Seal, Christine MacGregor, 26972 Burbank, Foothill Ranch, CA 92610; 949-699-4026; christine.macgregor@wetseal.com; www.wetseal.com.
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