Gen Y: Life as an open blog

We all know that for the GenY kids, life is definitely an open blog. Or an open Facebook, Flickr or Youtube. What once was private for previous generations -- break-ups, diaries, dancing almost naked -- today it couldn't be more public on the world wide web.

As Time reports on their latests issue ("Here's looking at you, kids"), this generation has been documented like no other groups before them and sociologists have begun to question the effect of all this “exhibitionism” on young people. Are we really seeing real people online or personas? Who is real, the person being portrayed online or the one offline?

While it's soon to examine and understand how their online behavior may affect their offline behavior and vice-versa or the implications of openly living in the public eye, it’s important that brands acknowledge and take advantage of such phenomena by finding ways to engage with an audience that’s willing to do almost anything online.

Jockey Underwear has recently launched a new campaign/contest called “Jockey UnderWars”, where people can post a video of themselves dancing on their bikini briefs and drawers to compete with other "UnderWarriors" for a chance to win the $25,000 prize. To see how this generation has no problem shaking it online, http://www.jockeyunderwars.com

Big Retailers Seek Teens

There’s no denying that this generation of teens is very stylish, design-savvy and, dare I say it, a bit fashion obsessed. From designer handbags to sleek iPods to design-your-own Nike ID’s, fashion and design seem to affect every part of teens’ lives. What’s a bit different from other generations though is that teens today have never had so much access, so fast, to new trends. They know what stores are in and what stores are out. And according to sales, big department stores are out (cue Heidi Klum’s German accent).

Even though JC Penney is the store where 13 to 20 year girls shop most often, it’s not where they like to shop most often. Teens see old-school stores like Dillard’s, Sears, Kohl’s and JC Penney as their mom’s brand and that’s just a big turn off. According to Penney’s CEO Mike Ullman, once teens actually get their driver’s license and credit cards, they choose to go to more hip, specialty stores such as Forevery 21and Abercrombie & Fitch.

In hopes to redeem themselves and find new ways to connect with the savvy and oh-so-sophisticated (and recession-proof) teen target, big department stores like JC Penney are finding innovative ways to win them over (and it seems to be working). First and foremost, it’s all about the product and the experience so they’re adding exclusive apparel lines (e.g. Fabulosity designed by Kimora Lee Simmons) and are focusing on the brand names (vs the company name). JC Penney is also providing better lighting and more displays showing how to wear different outfits (teens are always on the look out for some fashion tips) for different “lifestyles” (from ‘active wear’ to ‘hip city’ styles).

From a communication standpoint, some retailers are using social-networking sites as a marketing tool. However, they’re using with a purpose and as a way to provide helpful and welcome services, such as hooking teens up with podcasts of interviews with designers, offering virtual dressing rooms and sending emails with sales and discount codes.

It’s good to keep in mind that the experience plays a huge role for teens. They want a bit more than just clothes. They want the little extra they can’t get somewhere else. Be it an “exclusive” collection, fashion tips or even just a behind the scenes peek, teens wants brands that are as savvy as they are.


Read the full article at http://www.usatoday.com/money/industries/retail/2008-04-13-teen-marketing-stores_N.htm

Big Retailers Seek Teens

There’s no denying that this generation of teens is very stylish, design-savvy and, dare I say it, a bit fashion obsessed. From designer handbags to sleek iPods to design-your-own Nike ID’s, fashion and design seem to affect every part of teens’ lives. What’s a bit different from other generations though is that teens today have never had so much access, so fast, to new trends. They know what stores are in and what stores are out. And according to sales, big department stores are out (cue Heidi Klum’s German accent).

Even though JC Penney is the store where 13 to 20 year girls shop most often, it’s not where they like to shop most often. Teens see old-school stores like Dillard’s, Sears, Kohl’s and JC Penney as their mom’s brand and that’s just a big turn off. According to Penney’s CEO Mike Ullman, once teens actually get their driver’s license and credit cards, they choose to go to more hip, specialty stores such as Forevery 21and Abercrombie & Fitch.

In hopes to redeem themselves and find new ways to connect with the savvy and oh-so-sophisticated (and recession-proof) teen target, big department stores like JC Penney are finding innovative ways to win them over (and it seems to be working). First and foremost, it’s all about the product and the experience so they’re adding exclusive apparel lines (e.g. Fabulosity designed by Kimora Lee Simmons) and are focusing on the brand names (vs the company name). JC Penney is also providing better lighting and more displays showing how to wear different outfits (teens are always on the look out for some fashion tips) for different “lifestyles” (from ‘active wear’ to ‘hip city’ styles).

From a communication standpoint, some retailers are using social-networking sites as a marketing tool. However, they’re using with a purpose and as a way to provide helpful and welcome services, such as hooking teens up with podcasts of interviews with designers, offering virtual dressing rooms and sending emails with sales and discount codes.

It’s good to keep in mind that the experience plays a huge role for teens. They want a bit more than just clothes. They want the little extra they can’t get somewhere else. Be it an “exclusive” collection, fashion tips or even just a behind the scenes peek, teens wants brands that are as savvy as they are.


Read the full article at http://www.usatoday.com/money/industries/retail/2008-04-13-teen-marketing-stores_N.htm

it's about time we get some low-achievers

i've been constantly reading and watching how some teens have been bred to be overachievers. they're so overscheduled and busy all the time. i was just watching "the paper" on mtv and was a bit perplexed. the show is about a high school that has an award winning newspaper and the teens were competing to become the "editor in chief" of the paper. the competitiveness and bitchiness that these teens went through because they all felt they were such hot stuff and deserving of the title was unbelievable. sometimes i feel like americans don't know how to relax and just enjoy life a little. i mean, the same way that it can be great to be an overachiever sometimes, it's also ok to be a low-achiever here in there, right? some teens need to feel like it's ok to chill out a little, take a break and do nothing for a little bit.