Tech-savvy teens eschew celeb names for online fashion "stars"

04/1/2010 | MediaPost Communications

Retailers looking to boost sales during the back-to-school season should start their social-media strategizing now, writes youth-focused social marketer Doug Akin. Past successes using celebrities to sell apparel are less likely to appeal to today's teens, who are more focused on YouTube's "haul" videos and sites such as Polyvore that create communities of young fashionistas.

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