Sources of Brand Identity
SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes that bring us closer and make it convenient for us to purchase those products and services. Symbols emphasize our brand expectations and shape corporate images. Symbols become a key component of brand equity and help in differentiating the brand characteristics. […]
Leveraging Technology to Build Operational Excellence
Have you ever wondered as to what it is that makes the Market Leaders perform so well in the market and command as well as sustain the leadership position?. Well, the answer lies in their ability to choose the right marketing value proposition and build the entire business model as well as operations aimed at […]
Multi Level Marketing Process
For those who have been exploring ideas and avenues to build an alternate source of income and are ready to invest their time and energy into building a new business, Multi Level Marketing is the right solution. With consistent focus and efforts, people have become millionaires doing business through MLM networks across the world. The […]
The Role of Institutional Investors in Promoting Good Corporate Governance
We have discussed how corporate governance and the practice of ethical and normative business practices are essential for companies to stay the course and reap longer term benefits. In this article, we look at how institutional investors or the investors who are not individuals but large fund managers and investment houses play a major role […]
Marketing New Products and Services
The success and failure of a newly introduced product certainly depends on how well it is marketed and promoted among end-users. Why would customers invest in your products or services if they are not aware of their features, USPs and benefits? It is the responsibility of the marketing professionals to not only make their organization’s […]
The new age youth comprise a major chunk of potential market for the international fashion retailers and hence they tend to focus exclusively on this segment.
Marketers have further divided the youth into kids, pre-teens, tweens and teens depending upon the age groups.
Marketing and advertising aims to build brand awareness as well as promote a certain trendy lifestyle catering specifically to these segments.
Advertising to the youth segment is not the same as advertising to the adult segments. Realising the fact that the children generally look up to role models in their lives, advertisers use sports stars, youth icons such as pop stars as well as other celebrities to endorse certain brands and products and become brand ambassadors. Such celebrities project a certain image, value and trust which rubs off on the product too and vice versa.
Celebrity endorsements are highly effective on the children’s psyche as they naturally look up to the celebrities and want to imitate them.
Many times we see the influence of celebrity’s character rubbing off on children and in some cases the celebrities become a cult figure with children. Eg. Victoria Beckham, Britney spears & J-Lo etc set the trend for the girls to follow. In such situations the effect of the advertisements can turn out to be positive as well as negative.
In case of sports star, their performance in the field affects their popularity with children thus jeopardizing the effectiveness of the advertisement as well. Advertisers have to be watching and monitoring what happens with their models and celebrities constantly to ensure that their advertisements do not turn negative due to any adversities faced by the celebrities.
When it comes to accessing the youth segment through media, advertisers choose television as well as print media especially the fashion magazines and sports magazines that are generally the favourite with children. Knowing this trend the television producers promote development of soaps that provide opportunities for merchandising associated products and promoted through the soaps. Such marketing gimmicks work well in short time and manage to set a trend provided the program becomes popular with the crowd.
Survey of amongst youth has shown that girls tend to watch television as well as read magazines more than the boys. Girls are generally more fashion conscious and tend to follow celebrity styles very closely. Pop magazines and youth magazines are very popular with girls.
Generally it is seen that the teens tend to translate their perceptions into actual fashion and adapt the same in their lifestyle. Such lifestyle fashion especially clothing and accessories are fast changing and moderately priced.
With the earlier generations the parents had a say in the matters of buying and fashion decisions concerning children. Now the trends have changed. Girls tend to have a mind of their own and like to shop as well as choose for themselves.
Building advertisements for youth segment using celebrities carries a very high responsibility on the part of the brand owners. The outcome of the advertisement as well as the events affecting the celebrity endorsing the product or the media can impact the psyche and perceptions of the youth group and in turn affect the reputation of the brand too.
Retail companies are investing in market research to understand the dynamics of the youth segment all the time in an effort to set the trend.
Brand building and advertising for this segment is not as easy as in other cases. Advisers have got to choose the subject, the message as well as the media carefully and monitor the feedback constantly. The youth segment being huge and untapped is a potential emerging market for all retailers.
Your email address will not be published. Required fields are marked *
International Retail Store Design Principles – The Principle of Totality
February 12, 2025
Retail Company Positioning Strategy in E Trading Environment
February 12, 2025
