Contrary to the traditional notion that teenagers want to have whatever item is considered the latest trend of the moment, a study conducted by Rochester, NY-based Harris Interactive for Hearst revealed that more than two-thirds of teenage girls are loyal to their favorite brands. Sixty-seven percent of the teens surveyed, ages 13-19, said they are loyal to brands they like, and 66% said they are likely to stand by their favorites even after trying new brands.
The study revealed that girls start to build brand preferences at an early age. For example, 78% of 13-17-year olds have favorite designer clothing brands and 72% have favorite brands of fine fragrance or prestige beauty products.
Study Reveals Teens Remain Loyal To Brands They Like: Girls Build Brand Preferences At a Young Age
Published November 22, 2005
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