Dive Brief:

• Teen apparel retailers are falling down on the metrics of value perception and purchase consideration on the part of their consumers’ parents, who often give approval on and pay for purchases, according to a survey by consumer perception research firm You Gov Brand Index, which conducts 4,000 interviews daily.

• Fast-fashion retailers Forever 21 and H&M score best with parents when it comes to value, but H&M falls behind several teen retailers when it comes to considering purchases for clothing or shoes. But Abercrombie + Fitch had by far the lowest value perception and purchase consideration scores.

• All teen retailers fall behind general retailers like Target and Wal-Mart Stores, the research found.

Dive Insight:

This survey of parental perception of teen-clothing retailers provides some clues about why these companies are struggling even in an improving retail environment. Abercrombie & Fitch did especially poorly in this survey, which is also reflected in its current fortunes.