Spring Fashion Trends
April 6, 2011 by Post Team
Spring Fashion Trends, Piper Jaffray (NYSE: PJC) has completed its 21 semi-annual “balance to Teens” survey, which indicates a clear trend towards brand value, indicating the improvement of employment, the chances of a recovery in a discretionary spending.
“Our study results continue to reflect the stabilization of expenditure in the higher level of income”
“Our study results continue to reflect the stabilization of expenditure in the highest income level,” said Jeff Klinefelter, director of research and senior researchanlyst at Piper Jaffray. “Discount significant lack of confidence, increased product costs, higher energy costs or a reversal of recent improvements in employment prospects could create a difficult environment in the second half of the year. Although we still see a preference for “value” at all levels of household incomes, young people generally seem willing to spend on goods more differentiated categories of consumers. ”
Key survey findings on fashion, beauty and personal care, restaurants, digital media and video game categories are:
Fashion spending higher-income adolescents reflects the relative stability in total expenditure and the improvement in the intention of spending, compared with the previous two surveys. For middle-income teens, inflation in the cost of non-discretionary categories of food and gas these items increased as a percentage of total spending by three percentage points. It should be noted that percent of women said they would spend more on clothing this year compared to last year, the highest percentage since the fall of 2008.
Beauty trends in purchasing power. High-income adolescents spent eight percent more on beauty products compared with the fall of 2010 and two percent more compared to spring 2010. Increases to reverse the decline year after year noted in the last four six-monthly surveys, and may signal a positive turning point.
The results of the study on video games reflect a number of trends, more pronounced than is the rapid switch to digital games, including downloads, mobile and online. Teens are playing more online games and intend to change the habits of digital game more over the next year. For current packages and handheld gaming consoles and related software, shopping patterns and the intention of spending by teenagers continues to decline. Survey results favor those company’s interactive games that offer a wide range of digital content on all devices.
High-income adolescents spent 18 percent of its total expenditure on food and restaurants, compared to 16 percent in the fall of 2010 and the highest since the spring of 2004. Average-income teens spent 15 percent of its expenditures in this category, compared with 14 percent in the fall of 2010 and the highest since the spring of 2005. The data suggest that adolescents at all income levels share a lifelong preference for food brands and restaurant successfully blends with premium food attributes central value positioning.
Buying trends of teens in portable devices to the growing popularity of Apple’s iPhone and the iPod. The iPhone’s market share rose to percent, and in the next six months, 37 percent of teens surveyed intend to purchase an iPhone (up from 31 percent a year). ITunes remains the dominant music provider, with percent market share among online music services. Netflix seems well positioned to increase use DVD-by-mail and streaming of movies, which together represent percent of the movie rental activity among adolescents, compared with percent two years ago.
The “balance to Teens” survey is an integrated research project gathering the contributions of approximately 4,500 students with a mean age of 16.5 years. Teen spending patterns, fashion trends and brand preferences and media were evaluated through visits to high schools in nine states geographical diversification, and through an online survey of larger group adolescents in 37 states. The survey was conducted in partnership with DECA (an international association of high school students).
About Piper Jaffray
Piper Jaffray, a renowned investment bank middle market and asset management firm serving clients in the U.S. and internationally. A proven product advisory team combines deep industry experience with easy access to global capital. Founded in 1895, the company is headquartered in Minneapolis with offices throughout the United States and in London and Hong Kong. www.piperjaffray.com
Piper Jaffray & Co. and seeks to do business with companies covered in its research reports. As a result, investors should be aware that the company might have a conflict of interest that could affect the objectivity of this report. Investors should consider this report as only one factor in making their investment decisions. This report should be read in conjunction with the disclosure of important information, including a certificate under Regulation Analyst Certification, found at the following site: http://www.piperjaffray.com/researchdisclosures.
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