Mandee Stores
A Case Study
Defining Teen Trends

Background

Mandee is a leading teen fashion specialty store in the greater New York area.

The competition is fierce in this category, with every specialty store competing for the very lucrative and trendy teen clothing customer.

Challenges

How can Mandee remain a leader in what's trendy for teens, and still meet the price-value equation for this customer?

Insights

Research showed that the customer had already recognized that Mandee was on trend every season. The product was there, it just had to be positioned properly.

Connections

Using newcomer Fabianna, we created an ownable positioning for Mandee that was about being hot and cool.

Mandee is on-trend with what's hot for the season in either style, item, or color.

And Mandee is also cool for the price-conscious customer, giving them value that makes them come back.

Results

Being on trend at the best value has made Mandee the fastest expanding teen clothing store chain in the New York area.