Retailers and suppliers welcome new connections with young adult consumers

Christian retailers and suppliers are using unconventional methods to tap into the next generation—seen as "vital" for the faith-based product industry's future.

They are connecting with the young adult market through social media networking, street teams that promote brand marketing and a twentysomething entrepreneur who champion Christian retail.

CBA Chairman George Thomsen said of the younger generation that "they are tomorrow's parents and customers." "Investing time and resources in them makes sense, and will pay dividends."

Thomsen applauded the "creative thinking" behind Wear it Wednesday, launched earlier this year by 22-year-old Chelsea Eubank. The youth-focused campaign aims to recruit a million Christians to wear their favorite Christian T-shirts each Wednesday as a way of coming together to share and proclaim their faith.

Already more than 250,000 people nationwide as well as in New Zealand and Spain have joined the effort, which attracted leading apparel company Kerusso as its lead sponsor this spring.

Having started her own Marietta, Ga.-based Christian clothing company, Faithful Fish, at age 17, Eubank partnered with Kerusso because "my generation would see right through it if they felt this was a marketing ploy to sell (my) shirts. I thought that going to another apparel company would show everyone my heart for this movement."

Kerusso Vice President of Marketing Chris Rainey said Wear it Wednesday "gives retailers an amazing opportunity to promote to their community that they are the destination for Christian T-shirts."

Eubank said that she was touched by the challenges facing retailers after attending the International Christian Retail Show (ICRS) in St. Louis this summer.

"I had no idea that Christian stores were hurting," she said. "As I had meetings (at ICRS), I came to see that Wear it Wednesday could help Christian stores. I talked to wonderful couples who opened Christian stores. … These guys need a cheerleader—someone who needs to let churches and everyone know we can support them."

Marilyn Hood—co-owner of Sweet Spirit...A Parable Christian Store, with two locations in Marietta—said that apparel sales "were not that great," but that she saw potential with the T-shirt evangelism campaign to draw younger customers beyond the stores' current 30-plus age range.

"Chelsea's got everybody excited about it," Hood said. "We haven't seen a whole bump in sales, but the word is getting around. ... She's quite a motivator."

Hood added that connecting with the younger generation was "a vehicle that we never really thought of before." "Apparel was a slow mover," she said. "Our big thing was books and Bibles." Wear it Wednesday "has opened our eyes. … I think it will be helpful to draw young people and their parents. We plan to start a Facebook page."

Tina Beyer, co-owner of Skia Christian store in Bentonville, Ark., where the average age of customers is around 20, said: "We believe it is vital to connect with the younger generation. We, as a Christian faith, are losing our young people. We run into so many smart, creative and bold young men and women. They challenge and question the status quo.""

Beyer, whose store has won CBA's Jim Carlson National Spirit of Excellence and Retail Innovator of the Year awards, added: "Everything they're looking for can be found in Jesus, and Jesus can be found in their local Christian store."

Besides using social media such as Facebook and Twitter to connecting with customers, Skia hosts music festivals and concerts as well as skateboarding and BMX bike events. Additionally, the store carries a large selection of Christian rap, rock and heavy metal music as well as books by Ted Dekker, Francis Chan and Rob Bell that are popular with young adults.

Beyer said new products well received by her young clientele include David C. Cook's new The Action Bible, a comic book version of the Scriptures released in September.

"We sold out in four days," she said. "It so hits our target age. Young boys especially love it. It's very well done, and spans an age range of 8-24."

David C. Cook Senior Director of Marketing Ginia Hairston said The Action Bible—an updating of Cook's classic Picture Bible publication that features illustrations by former DC and Marvel Comics artist Sergio Cariello—was "a perfect example" of new titles targeted to the younger generation, "who is socially conscious, technology-driven and community-oriented."

Other Cook titles released for the younger audience include Francis Chan's "Basic" film series, Nudge by Leonard Sweet and Sweat, Blood, and Tears by Xan Hood.

"It's critical for Cook to provide Christian products to a younger audience," Hairston said. "The next generation is a formidable one, and it is critical to be able to effectively communicate and produce materials and resources that are engaging, biblical and creative."

Aurelio Barreto III, founder of NOTW (Not of This World) and C28—a chain of youth-targeted clothing stores—as well as a CBA board member, said that the next generation is "very important as they are the future to carry on the Christian faith."

"If Christian suppliers and retailers don't make an effort to connect with the younger generation, then these kids will just go and spend their money on secular companies with secular messages on their products," Barreto said.

In addition to utilizing social networking to stay in touch with customers, NOTW, Truth Soul Armor and C28—whose average age of customers is 19-24—sponsors youth-oriented music festivals and conferences as well as mobilizing a street team to help with marketing the brands. NOTW also has an online design community, where customers can submit apparel designs. In addition, C28's customers have been offered an opportunity to give in a new benevolent arm over the past year.

Eubank said Christian stores are relevant, but "they need to reinvent themselves" for young people.

"Wear it Wednesday is one great way to reintroduce young people/anyone of faith back to Christian stores," she said. "Young people want to be part of something big—something that we feel can make a difference."