Category Archives: Fashion
In my last blog, Marketing Fashion to the Youth, Part 1, I discussed how ideas of fashion and exclusivity are changing due to shifting consumer values, especially among the youth. In this blog I want to discuss why fashion matters to the youth and explore youth marketing strategies brands can use to appeal to college students and teens.
Fashion is a major form of self expression for the youth. Through clothing and accessories people can express their individuality. Leandra Medine, author of the Man Repeller fashion blog, explains why you choose to don certain items: “You’re wearing it because you bought it because you loved it because in some distant Cosmo, it represented a piece of who you are. Or at the very least, who you want to be.”
Marketing fashion to the youth is a tricky proposition. Companies need to be careful of the messages they send; otherwise young consumers might take action.
The fashion scene is changing due to technology and pressures from consumers. There has always been exclusivity in the fashion industry from high prices to custom-made designs, thin supermodels to runway fashion, and clothing lines with size caps to brand’s selective hiring policies. However, trends are slowly shifting and consumers—especially Millennials—are voicing their opinions and taking control of their own look and fashion trends.