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Youth Trends 2010 - Don't let Jay-Z intimidate you, make him work for you!
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Transcript of Youth Trends 2010 - Don't let Jay-Z intimidate you, make him work for you!
Youth Trends
Don’t Let Jay-Z Intimidate You, Make Him Work
for You!!
Mark Graham and Lyndsay Borschke
Who we are
In the next 60 minutes … • An overview of emerging youth trends for
2010, specifically as it relates to merchandise and branding.
• Tips on how to engage campers and staff using the web and social media properties
• How to maximize profits and minimize administrative issues when designing a merchandise program.
Macro Trends
Celebrity Influence
• Justin Timberlake, Jay-Z, Hilary Duff, Jonas Brothers, Miley Cyrus
• Shaping teens’ perceptions about themselves
• Important to know who the players are
Self expression
• Wearing your ideology/culture on your sleeve
• Walking billboards & demanding styles
• Individual identity
• Art, music, cultural and political statements are heard loud and clear by way of slogan tees/hoodies/jewelry
Obama Tees
Speed Sourcing
• Global production means trends have a shorter life span
• Kids have access to new designs/styles that are constantly changing
• H&M, Forever 21
• Important to keep branding fresh annually
Crowd Sourcing/social media
Camp contest to create 2010 design
Current Styles
Hip Hop
• Remains a huge influence on street wear
• 80's style footwear
• Bling
• oversized tees
• grillz, pimping cars
• Hoodies
• Canada Goose jackets/puffy jackets
Mixing Skate/Surf/Street
- Growing interest in the "hipster lifestyle/NEO HIPPY
- Deliberate display of ignoring the “trends” results in a trend.
- Skinny jeans on guys, scarves, leather, tiny tees with vintage logos.
Durability is cool
• Denim, plaid, textured material
• Denim jackets, plaid, fur hats, return of 30's/40's workwear.
Retro Inspiration
• Focus on the 80's and 90's, All over prints, neons, contrasting colors, band style shirts
For girls only
• Longer, slim fitting hoodies for women
• Leggings
ACCESSORIES are big!
Belts, necklaces, bracelets...could be the recession, or the fight to promote individualism that drives this, or both
Canadiana!
Thank you Olympics
Retail Influences
• Hot retail: Quicksilver, Billabong, Abercrombie, Hollister, American Eagle, American Apparel, West Beach, Lulu Lemon
The How To
How to incorporate the trends and minimize the risk
• Teens and tweens are fickle – you don’t want to be stuck with inventory that doesn’t sell
• Offer select trendy items as part of your pre-order so you only produce what the kids have selected
• Leverage trendy artwork on classic pieces
How to maximize profits and reduce administrative headaches
• Leverage technology to showcase your merchandise program and drive sales through vehicles such as:
• Camp Website• Online Store• Facebook page
• Utilize online stores to reduce paper and administrative time compiling orders
Wrap Up
Final Thoughts
• Don’t let Jay-Z intimidate you. Just know who he is• Enhance your camp culture through current trends • Understand the culture of your campers • Keep up with trends through artwork & design • Get your campers involved in the process • It’s okay to start slowly• Embrace social media as a marketing tool • Showcase your merchandise online
Resources
• Lookbook http://lookbook.nu/
• Trendwatching www.trendwatching.com
• Threadless www.threadless.com