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Keeping up with youth trends is a moving target at the best of times. This is especially true when it comes to fashion, clothing and branding - both offline and online. Appealing to teens and tweens is very challenging. Get the formula right and you have happy campers, a profitable merchandise program and a camp brand that remains strong throughout the year as campers and staff wear your merchandise and also talk about your camp brand on Facebook, Twitter and other social media properties. Get the formula wrong, and this fickle market will be very reluctant to buy, unless they are forced to. Never a recipe for success. This presentation focuses on emerging youth trends for 2010 and how to capitalize on these trends to build a strong camp brand.
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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
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