Teenager Market Research
Lydia’s research on this topic is that most teenagers want and do follow brands. Following is very much an individual choice as to method but as one person commented “Social media” is “too dam complicated”!
Main Image: Superdry trendsetting for both males and femails Top: Jack Wills Collection
Botttom: Joules Summer Collection 26
What then of the branded products themselves, who purchases what and given the financial wherewithal, what would tempt them? The question “What products do you use that must be a recognisable brand?” Here there was a balance in actual product numbers but the male gender was almost exclusively sports orientated with the girls having a much greater brand category spread with Food headlining their choice closely followed by Shoes, Bags ‐ can a woman have enough bags?, Cosmetics and Clothes. The choice of retail establishment for brand purchasing was predictable with 48% of males having no particular alliance where as 85% of females did with a wide variety of shops that have their loyalty. Top of the retailing bunch was Top Shop followed equally by Superdry, Hollister, Zara, Jack Wills and Joules. The “new” brand on the teenage block Superdry is interesting as it has only been going for a few years but seems to stand for what the contemporary teenager wants to be associated with as it was also top of the “aspire to” list for both male and female. This category was typically urban,
sports brands for the chaps and Superdry, Joules, Hollister and Jack Wills being the flag carriers for the girls. One female participant did however flex some body’s credit card by selecting Jimmy Choo, Chanel and Ferrari as her inspirational brands. Ouch! This is only a brief snapshot of Lydia’s very comprehensive research but as Robbie Gill comments. “For an operation such as airport aligning product mix to Teenagers more could help model future tenant mix plans. Currently too many airports ignore the younger audience.”
www.a1retailmagazine.com
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The “new” brand on the teenage block Superdry is interesting as it has only been going for a few years but seems to stand for what the contemporary teenager wants to be associated with.
Written by Steve Thomas‐Emberson
Teenagers and their Brands ‐ Research carried out by Lydia Thomas‐Emberson Clients
Robbie Gill, Managing Director, The Design Solution
Susan Whelan, Senior Executive Vice President ‐ King Power International
Contact
The Design Solution T: +44 (0)207 908 5200 W:
www.thedesignsolution.co.uk
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