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Quote:Among teen buyers of fashion, search has an equal footing with magazines as a medium they use to discover new brands—though most purchases are made offline due to lack of credit card ownership, according to a survey sponsored by Yahoo. “Now more than ever, retailers looking to reach and influence teens outside of their stores need to effectively incorporate search into their overall marketing strategies,”...

In view of the findings, search marketing campaigns and web sites targeting teens with fashion news and merchandise should be built for information as opposed to streamlining the actual purchase process, Rinaldo recommends. “Online campaigns are not just about purchasing anymore,” she says. “Brand awareness, communication and information should also be considered important goals.”