Is there a more difficult, interesting, intriguing demographic than the teen one? Teens have come to dominate society in many ways. They have their own movies. Teen gross-out comedies are one of the largest draws at the box office. They have their own music. Teen groups and songs dominate radio play and the airwaves. They have their own clothing. Walk into a typical clothing store in a mall and it seems like everything they have on display is designed for sixteen-year olds. Why is this demographic so important, why does it command the attention it does, and how can retailers better understand how it works?