Date of Award


Document Type


Degree Name

Master of Business Administration


College of Business and Public Administration


This project dealt with the teenage market in France and in the United States. Its aim was to provide the readers with an overview of this market and outline distribution and communication strategies that manufacturers and retailers can use to attract this market to make their business grow. Until a few years ago, the fashion industry did not pursue this market. In stores, most brands were dividing their clothing range into three catagories, women, men, and children. As a growing market with over 23 million teens in the U.S. and over 5.4 million in France, teenagers have an incredible spending power with 100 billion dollars spent in 2000 in the United States and 2.54 billion dollars spent in France. Now marketers are recognizing the teenage market as a huge potential for the future of their brands.

Included in

Marketing Commons