A story at The Washington Post brings up the subject of volatile teen fashion. If you're a retailer who changes you're inventory too quickly or too late, you could lose out in sales. The article emphasizes the new look of skinny jeans and wider and longer tops. Companies like Abercrombie & Fitch, Gap, and BeBe are adopting this look while companies that cater to older women will most likely stay with their core styles. This is usually the case with fads anyways.
Kurt Barnard, the head of Retail Forecasting Group says this in the article:
"Teen customers belong to a certain breed which is completely unpredictable....Today you may find a company that is wallowing in sales and tomorrow those very same customers won't remember a store exists."
So, what I took away from the article is that your timing must be perfect when rolling out these new styles. Too bad we don't have crystal balls...
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