Category Archives: Youth Marketing
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.
Co-creation marketing allows consumers to contribute new content that shapes brand identity in conjunction with brand generated content. This can be hair raising for brands, as they’re relinquishing some of their control to their consumers. However, co-creation will happen whether a brand officially encourages it or not and those brands that choose to embrace co-creation marketing techniques will reap the rewards, especially when marketing to the youth.
College students find promotions that offer to give them something particularly appealing for a number of reasons.
Too often, marketing campaigns simply ask for something—your money, your time, or at least belief in their claims—without offering any immediate reciprocal return. This may be a grave error where youth advertising is concerned.
Given that over three-quarters of the parents polled in a recent survey think their kids are “a little” or “a lot” spoiled, and with children today expecting everything from designer clothes to high-tech gadgets, it follows that college students—among whom middle-class (or higher) backgrounds are overrepresented—are used to being given things. As such, students may be less likely to buy into traditional collegiate promotions than ones that engage them through a tangible offer.
Although in high usage among college students, social media is only one avenue to utilize in reaching college students on campus. Learn how to catch a young voter through college marketing.
Scarborough Research indicates that:
young voters: (American Adults 18-24 who say they are registered to vote in their district of their residence) account for 10% of all self-identified registered voters. These Young Voters are much more social media savvy, more evenly spread across the political spectrum and more racially and ethnically diverse than all self-identified registered voters. Young people across the country are looking forward to having their voices heard and their votes counted. According to the study, 72% of Young Voters have used social media via the internet in the past 30 days, compared with 45% of all registered voters during the same time period.