Business

Hip stocks: Stocks that resonate with young consumers

With austerity the national mindset in this economy, anything hip or trendy may seem extravagant.

To the contrary, according to some investment experts, who believe that hip can be a smart investment play.

“People don’t feel flush right now, so they need a reason to buy stuff,” said Marie Driscoll, retail analyst for Standard & Poor's Corp.

The ability to keep up with often-fickle trends is a worthy skill that many companies have failed in trying to master. Those that have done it best often command top dollar for their shares, with a likelihood of continued success that make them worth their premium price.

Full story: Hip stocks: Stocks that resonate with young consumers – chicagotribune.com