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Being a demographic without independent purchasing power, teenagers are sometimes disregarded when it comes to planning where to focus brand and marketing strategies. Self-sufficient adults in the 25-55 range are the most sought-after, while infants and children are the next-best audience because their parents tend to want “the best” for them– or at the very least give in very easily to their spontaneous purchasing whims. Teenagers, whose only income is the money gifted by their parents, were traditionally considered risky audience to sell to. There is no nationwide statistic on how much the average teenager can afford, nor can retail companies coerce their parents to purchasing on the teens’ behalf the way baby products seem to have the power to do.
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In the last decade, product manufacturers and marketing companies alike have both seen the change in the role of the American teen. Although still dependent, to a certain extent, on their parents’ income, teenagers have taken on a new identity. They are the impassioned youth, voice of tomorrow, and one of the biggest influencers in modern media. Music artists, movie actors, and societal personalities crave teenage approval– so much so that there are even “Teen Awards” to celebrate people and brands that have won the hearts of America’s future.
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In appreciating the value of the teenage opinion, major fashion magazines have released issues geared towards 13- to 19-year olds. Teen Vogue, for example, features the same high-fashion couture but makes use of teenage themes, accessories, and real-life scenarios to paint the relevance of the style. If the biggest names in fashion publication is listening to teens, surely there is power in what they have to say.
Companies like Levi Strauss & Co. have had to understand and cater to the teen demand. Read more about responding to the market from the former CIO, David Bergen, on this website.
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