Eight Ways to Break Into the Teen Market

Be realistic: Teens may have vast spending power, but they're not above money worries, especially when 7.6% of adults are out of work. So while they aspire to look like their teen crush, they want it to be attainable. As a result, Delaney says she's shifted Members Only business so that 75% of the current collection retails for under $200. Sure, there are still luxury pieces, but cheaper versions are also available. "The classic Members Only bomber, we offer it in Italian lambskin for $650 and one in nylon for $98. Right now, you can't allow any potential customer to leave a store without an opportunity for them to participate in the brand. You have to have an entry-level price point and an aspirational price point."

The price is right: The best -- and hardest -- aspect of this market is that it doesn't take a lot of cash to get their attention. The trick is grabbing it since traditional campaigns like a TV ad aren't as effective as they once were. Kenneth Hein, managing editor of Adweek Media, believes street campaigns are not only cheap but the most effective way of reaching this niche. So hit the sidewalk and hand out samples. "For teens, there is currency for being the first to try a product," he explains. "As adults, we're not as into discovery as they are."

Another inexpensive tactic: setting up profile pages and cultivating fans on social networking sites like Facebook and Twitter.