kid-friendly merchandising

Travis Reed

Marketing to kids and tweens can be a real challenge. Dispensers often attempt to make the sale by directing marketing at the parents, but the real connection must first be made with the young person who will be wearing the product. And, more than ever, today's youths speak up about what they do and do not want when it comes to purchases.

COOL KIDS

Trends can be influenced by pop culture just as easily as fashion. Many movies in the last five years have been remakes of cartoons and films from the ‘80s—a decade that is known for color, attitude, and grabbing attention.

Tweens and teens will wear flip flops in winter because it's cool and part of the current fad, so focus less on what is sensible and more on what you see around you. Go to a local mall and see what they're wearing, get a copy of a trend magazine for this demographic, such as Teen Vogue, and see if you spot any repeating trends.

COLOR MY WORLD

When creating a display for a younger demographic, color needs to come into play, as well as texture, a theme when appropriate, and a location that will be noticed.

A colorful display will grab attention with anyone, but keep in mind you are there to sell frames, not the display itself, so when possible, try to make the source of the color the merchandise itself.

For example, Pantone announced the 2012 color of the year to be Tangerine Dream. Stay relevant by finding what you have available or can order that matches the trends.

If the product has little color, then make sure the color accents and props you use draw the eye to the merchandise in a positive way.

A little whimsy for this market can go a long way. Try a play on words or create something that refers to a hit movie or TV character. And, don't be scared to go to a local accessory store and buy some inexpensive pieces that are fun with the eyewear you are showing. Let it tell a story of what they could wear with this new look, and get them excited about it.

These younger patients are major communicators. Everything they say is abbreviated and often in acronyms, so have fun and be creative, as in the sample displays (shown left)—with your windows, vitrines, and fixtures that are geared to the youth market. EB