I found an interview with Jason Rivera, who is the director of Consumer Insights and Planning. This interview gives us more information about the shopping behaviour of teenagers.
When teenagers are sixteen years old, they want to create their own identity, so they buy shoes, clothes and other stuff.
The advantage of shopping with friends is that teenagers get feedback from their friends on the products they want to buy.
On TV shows, videos on YouTube,… they see celebrities and sports figures and they want to have the same specific look . Girls, in general, like to communicate and share information about shopping on Facebook or Twitter.
Most of the teens are spending their parents’ money when they are shopping. They have an agreement with them about the amount of money they are allowed to spend.
However, parents don’t lose their influence on their children. For younger teens, parents say specifically what they want their children to wear. When their children are older they only give them a general direction, so the teenagers are free to choose their own style.
Angelie Vancoillie
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