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SPECIAL
OUTDOOR RETAILER
TO EACH HER OWN LINGE
NEWS
TEENAGERS------------------------------------------------------------------------------------------SPECIAL
/// TEENAGERS SPECIAL
Adolescents have represented an influential market for several years now, but today, more than ever before, they have become a major target for the major brands. Indeed, today’s 'tweens and teens have tremendous purchasing power. The total yearly allowance for 8 to 18-year olds is estimated to be 1,5 billion euros, according to a March 2004 Consojunior survey done by TNS Media intelligence.
These numbers illustrate the potential of this clientele, both in the influence they have in the choices made by adults and also that they are the consumers of tomorrow. The challenge for the brands is to seduce them and, above all, turn them into faithful clients.
TODAY’S ADOLESCENTS:THE TEAM GENERATION
Previously separated into categories that were hard to break out of without becoming the laughing stock of their friends, the distinction is now made between very different styles. Indeed, today it is possible for adolescents to play with a mix of genres in order to forge a personality and detach themselves from a “ghetto”.
Teams form and grow, and today they are international thanks to the Internet and the profusion of adolescent-targeted blogs that favor meetings and exchanges.
One can give names to these styles, but bear in mind that this list is not exhaustive and that styles cross-pollinate to enrich themselves.
• R’n’B Dance : Tweens and teens mix dance, 90s techno and disco for astonishingly innovative dancefloor results. They listen to Kanye West and Timbaland, and they adopt a colorful hip hop look that they take straight from the street and into the clubs, contrary to the Electro Dance group.
• Electro Dance : Formerly called the Tecktoniks® after the dance of the same name, they are above all dancers, pioneers, the SMDB team. Their music of choice is house, minimal or even hard style. This movement has become highly popular, reaching even hip hop dancers, who mix break-dance and electro moves. A trend that has moved into the streets, giving birth to teams that compete in "battles."
• Electro Rockettes : Ex-trendsters who listen to Justice, Daft Punk and all the rock groups: BB Brunes, Klaxons Stocks, Pete Doherty… a movement whose numbers and fans are decreasing, as they migrate to the Folk Rock group.
• Folk Rock : These are the new trendy adolescents and they listen to 70s rock and psychedelic music. A style well represented in France by Benjamin singing Jeff Buckley’s Hallelujah on a widely-watched televised talent show... A new romantic rock style that is close to that of the Class Style team.
• Class Style : This is an exclusively Parisian phenomenon; a literary rock style à la Gainsbourg with an added folk aspect, generally sported by “trust fund babies” who wear Dior, Marc Jacobs, Longchamps, Rayban and Chanel, mixed with cooler brands such as Vans, Bensimon, Repetto and Superga.
• Emos : A mix of goth, punk, skin and manga. Being an Emo is above and beyond all a state of mind that follows the “émosexuelle” ideology, based on an affirmed and flaunted bisexuality. In fact, many young kids adopt the Emo look but they don’t share the ideology, gaining them the moniker of "fake". Even though music is not a priority for this group, they nevertheless “find themselves” in the music of Marilyn Manson, or Tokyo Hotel for the youngest ones.
• Skaters Trashers : Trash Skaters : This group sports a metal skater look that borders on goth. Members aren’t bothered by the noise they make and listen to hardcore groups like Rage Against the Machine. Most adopt a total black look, baggy or slim depending on their "team," and hang out in the Parisian spots that attract skaters.
So far, this decade has given birth to a positive adolescent generation that mixes musical styles to create hybrid looks, yet for whom bright colors or a total black look are key points.
STYLE : ZOOM ON THE FLUORESCENT TREND
Initiated by the Fluo Kids (2002) phenomenon, which today is largely popularized by the Electro Dance phenomenon, fluorescent colors for garments have evolved to incorporate ultra-tangy brights. A trend applied with fluorescent touches for details with a rétro disco air, or with accessories that intensify and energize a sober look. There is a play of associations between chic and sober colors that are heightened with washed out fluorescents.
Colors that rev up the classics or are placed in improbable places to give them a zippy, modern, look.
A few artists, spaces and brands that advocate this color revolution :
Cult artists : Justice, Yelle, Teki Latex, Sebastian, Daft Punk.
Their spaces :
Le Paris Paris (www.leparisparis.com),
The ED Banger evenings (http://www.edbangerrecords.com),
Kitsune (www.kitsune.fr), the electro parties at the Elysée Montmartre (elyseemontmartre.com),
La Fabric (www.fabriclondon.com ),
Avalon (www.avalonnewyorkcity.com).
Their clothing brands :
American Apparel (americanapparel.net),
Cheap Monday (www.cheapmonday.com),
H&M (www.hm.com),
Nike (www.nike.com),
Reebok (www.reebok.com).
TEEN FASHION BY A TEEN :
KIRA PLASTININA
To satisfy the voracious appetite of adolescents for fashion, consider the path of the young business Kira Plastinina, which named an adolescent as the head of design.
Who better than an adolescent could best serve the needs of this group?
That is the concept behind the development of a network of 40 sales points across Russia, Ukraine and Kazakhstan and, since March, in the USA, at their first New York boutique.
The head designer is a 15-year-old Russian who seems to be a perfect example of the trend.
A TV show, an eponymous perfume, the Plastinina buzz is so well orchestrated that it is already bringing in huge sums.
CULTURE : « UNDERAGE PARTIES »
Launched by 14-year-old Londoner Sam, "underage parties" have become an international phenomenon. They attract trendy teens that are too young for the clubs and reassure parents, as alcohol and adults are forbidden.
Parties for the under 18-year-old set are held at famous clubs between
16h - 19h.
The first underage party in London was organized in June 2006 at the Coronet Theatre. On the programme: several rock groups and a 16-year old DJ.
Record labels now include underage parties on their list of concert halls for the tours of their youngest groups.
In France, the pioneer of this concept is Hedony, a communications firm that organizes parties for “stylish” 14-18 year-olds, but there are already several other “organizations” for these super-popular parties for adolescents.
It all begins with the principle of "safe clubbing", a real party in a real nightclub, but without alcohol and an 11pm “closing time.” A way for the fashion and food brands to reach this audience that represents an important purchasing power.
Adolescents have represented an influential market for several years now, but today, more than ever before, they have become a major target for the major brands. Indeed, today’s 'tweens and teens have tremendous purchasing power. The total yearly allowance for 8 to 18-year olds is estimated to be 1,5 billion euros, according to a March 2004 Consojunior survey done by TNS Media intelligence.
These numbers illustrate the potential of this clientele, both in the influence they have in the choices made by adults and also that they are the consumers of tomorrow. The challenge for the brands is to seduce them and, above all, turn them into faithful clients.
TODAY’S ADOLESCENTS:THE TEAM GENERATION
Previously separated into categories that were hard to break out of without becoming the laughing stock of their friends, the distinction is now made between very different styles. Indeed, today it is possible for adolescents to play with a mix of genres in order to forge a personality and detach themselves from a “ghetto”.
Teams form and grow, and today they are international thanks to the Internet and the profusion of adolescent-targeted blogs that favor meetings and exchanges.
One can give names to these styles, but bear in mind that this list is not exhaustive and that styles cross-pollinate to enrich themselves.
• R’n’B Dance : Tweens and teens mix dance, 90s techno and disco for astonishingly innovative dancefloor results. They listen to Kanye West and Timbaland, and they adopt a colorful hip hop look that they take straight from the street and into the clubs, contrary to the Electro Dance group.
• Electro Dance : Formerly called the Tecktoniks® after the dance of the same name, they are above all dancers, pioneers, the SMDB team. Their music of choice is house, minimal or even hard style. This movement has become highly popular, reaching even hip hop dancers, who mix break-dance and electro moves. A trend that has moved into the streets, giving birth to teams that compete in "battles."
• Electro Rockettes : Ex-trendsters who listen to Justice, Daft Punk and all the rock groups: BB Brunes, Klaxons Stocks, Pete Doherty… a movement whose numbers and fans are decreasing, as they migrate to the Folk Rock group.
• Folk Rock : These are the new trendy adolescents and they listen to 70s rock and psychedelic music. A style well represented in France by Benjamin singing Jeff Buckley’s Hallelujah on a widely-watched televised talent show... A new romantic rock style that is close to that of the Class Style team.
• Class Style : This is an exclusively Parisian phenomenon; a literary rock style à la Gainsbourg with an added folk aspect, generally sported by “trust fund babies” who wear Dior, Marc Jacobs, Longchamps, Rayban and Chanel, mixed with cooler brands such as Vans, Bensimon, Repetto and Superga.
• Emos : A mix of goth, punk, skin and manga. Being an Emo is above and beyond all a state of mind that follows the “émosexuelle” ideology, based on an affirmed and flaunted bisexuality. In fact, many young kids adopt the Emo look but they don’t share the ideology, gaining them the moniker of "fake". Even though music is not a priority for this group, they nevertheless “find themselves” in the music of Marilyn Manson, or Tokyo Hotel for the youngest ones.
• Skaters Trashers : Trash Skaters : This group sports a metal skater look that borders on goth. Members aren’t bothered by the noise they make and listen to hardcore groups like Rage Against the Machine. Most adopt a total black look, baggy or slim depending on their "team," and hang out in the Parisian spots that attract skaters.
So far, this decade has given birth to a positive adolescent generation that mixes musical styles to create hybrid looks, yet for whom bright colors or a total black look are key points.
STYLE : ZOOM ON THE FLUORESCENT TREND
Initiated by the Fluo Kids (2002) phenomenon, which today is largely popularized by the Electro Dance phenomenon, fluorescent colors for garments have evolved to incorporate ultra-tangy brights. A trend applied with fluorescent touches for details with a rétro disco air, or with accessories that intensify and energize a sober look. There is a play of associations between chic and sober colors that are heightened with washed out fluorescents.
Colors that rev up the classics or are placed in improbable places to give them a zippy, modern, look.
A few artists, spaces and brands that advocate this color revolution :
Cult artists : Justice, Yelle, Teki Latex, Sebastian, Daft Punk.
Their spaces :
Le Paris Paris (www.leparisparis.com),
The ED Banger evenings (http://www.edbangerrecords.com),
Kitsune (www.kitsune.fr), the electro parties at the Elysée Montmartre (elyseemontmartre.com),
La Fabric (www.fabriclondon.com ),
Avalon (www.avalonnewyorkcity.com).
Their clothing brands :
American Apparel (americanapparel.net),
Cheap Monday (www.cheapmonday.com),
H&M (www.hm.com),
Nike (www.nike.com),
Reebok (www.reebok.com).
TEEN FASHION BY A TEEN :
KIRA PLASTININA
To satisfy the voracious appetite of adolescents for fashion, consider the path of the young business Kira Plastinina, which named an adolescent as the head of design.
Who better than an adolescent could best serve the needs of this group?
That is the concept behind the development of a network of 40 sales points across Russia, Ukraine and Kazakhstan and, since March, in the USA, at their first New York boutique.
The head designer is a 15-year-old Russian who seems to be a perfect example of the trend.
A TV show, an eponymous perfume, the Plastinina buzz is so well orchestrated that it is already bringing in huge sums.
CULTURE : « UNDERAGE PARTIES »
Launched by 14-year-old Londoner Sam, "underage parties" have become an international phenomenon. They attract trendy teens that are too young for the clubs and reassure parents, as alcohol and adults are forbidden.
Parties for the under 18-year-old set are held at famous clubs between
16h - 19h.
The first underage party in London was organized in June 2006 at the Coronet Theatre. On the programme: several rock groups and a 16-year old DJ.
Record labels now include underage parties on their list of concert halls for the tours of their youngest groups.
In France, the pioneer of this concept is Hedony, a communications firm that organizes parties for “stylish” 14-18 year-olds, but there are already several other “organizations” for these super-popular parties for adolescents.
It all begins with the principle of "safe clubbing", a real party in a real nightclub, but without alcohol and an 11pm “closing time.” A way for the fashion and food brands to reach this audience that represents an important purchasing power.
YOUTH TRENDBOOK,SUMMER 10
YOUTH TRENDBOOK,SUMMER 10
KIRA PLASTININA
THE APOTHEOSIS OF PLEASURE, TERRY RODGERS.