There will always be a place on the mass market floor for basic five-pocket jeans and solid T-shirts. But where does this leave juniors customers who demand more style?

The juniors customer is young, and very concerned about looking cool. To reel her in, retailers are using key novelty items in trend-right colors and silhouettes as bait. They are also finding they must maintain a constant flow of fresh and exciting merchandise to please her.

“The young customer shops frequently and is always on the lookout for new fashion trends,” reports Gregory H. Blow, director of fashion merchandising and product development for O’Fallon, Mo.-based Venture Stores. “We see a major shift happening in the shape and attitude of young clothes,”

Neil Buckley, divisional merchandise manager of women’s apparel, accessories, intimate and jewelry for Franklin, Mass.-based Stuarts, says that chain’s juniors customer fits much the same profile. “She is young, she wants to be in touch and she wants to wear ‘what’s happening’ looks.”

In the past, discounters may have understood the needs of the trend-conscious consumer, but they didn’t do much with their selling floor displays to attract her because they were concentrating on more mature women.

But things are starting to change as mass merchants realize that their futures may depend on attracting younger customers.

As stores carry more non-apparel items that the young, stylewise consumer wants–CDs, electronic equipment and makeup, for instance–they are better positioned to gain her clothing business as well.