Press Release: Label Networks’ Fall Youth Culture Study 2010–North America

September 23, 2010, Los Angeles, CA--Fresh research and analysis released today from Label Networks’ 11th Fall Youth Culture Study reveals where shifts in the youth marketplace and various declines are also creating new openings and opportunities across a range of industries, such as fashion, advertising, technology, sports, electronics, music, entertainment, non-profits, among others, based on new consumer insights among 13-25-year-olds.

“The state of the economy has taken its toll on youth culture industries, but at the same time, it’s organically incubated and created these veins of new, interlinked subcultures and market opportunities illustrated in our results, and which some brands have tapped into successfully,” explains Tom Wallace, President of Label Networks, producers of the Study and a leader in global youth culture intelligence and research-based branding strategies. “For businesses, such information is a vital tool towards integrating with this new generation of consumers based on how they are spending and why, the influences of technology and changes in communication, and where specific strategies will be most effective.”

Comparing results over the past 10 years, and having the background from creating consumer research studies from Europe, China, and Japan, provided a unique global advantage when it came to completing the Fall Youth Culture Study 2010 for North America. “The combination allowed us to see new market opportunities through trending forecasts and differences with other countries, which elevates this Study to another level towards helping to connect brands with this new youth market,” continued Wallace.

Based on thousands of face-to-face interviews across the United States and 3 Canadian Provinces from a statistically representative sample conducted within the last 10 weeks, the Fall Youth Culture Study 2010 is the most current youth consumer insights Study available. It also delivers depth beyond “top-10 brand lists” by offering additional rankings so that it’s clear to see the up-and-comers in brands, retailing, and corporations with unique advertising and sponsorship strategies, and those on the decline. Results are provided in colorful charts and graphs, by topline, then cross-tabulated by gender, and again by 4 different age groups. Comparative analysis written in “Macro Trend” editorials by Label Networks’ Youth Culture Experts provide a quick snapshot of key findings, including historical analysis, visuals, and pull-quotes for fast, effective, understanding.

At 365 pages, the Fall Youth Culture Study is unique in that it goes into detail about Advertising and Sponsorship Effectiveness in reaching youth culture, Green Marketing and Humanitarian issues and Non-Profits, plus an entire section devoted to Action Sports and the changing Size of Markets. “We’ve been getting a lot of media attention and questions from our subscribers and readers on where this marketplace is going, and so we dedicated a large portion of our Fall Youth Culture Study to action sports,” says Kathleen Gasperini, Senior Vice President of Label Networks, and an action sports media veteran.

Highlights from the Fall Youth Culture Study 2010 include:

Top Advertising, Sponsorship, Culture Jamming and Street Art Marketing, and Viral Marketing that Resonate with Youth Culture Today
Action Sports Report including Size of Market for Skateboarding, Surfing, Snowboarding, BMX, Wakeboarding, Freestyle Skiing, and Motocross, plus Viewing and Programming Preferences
Green Marketing through Eco and Humanitarian Initiatives, including Top Concerns, Non-Profits, Eco-Fashion, Volunteerism, Rebels through Making a Difference
Digital Lifestyle information ranging from Spending Patterns, Online Retail, Cell Phones, Features, Smart Phones and Apps, and Communication Patterns
Changes in Retail: MCommerce, Pop-up, Virtual, Fast-Fashion, Crowdsourcing, Collaborations
Favorite Fashion Brands and Stores, Ecommerce and MCommerce, Fashion and Virtual Lifestyles, New Media and Fashion, Americana and Heritage Trends, plus a robust Street Fashion Report with Trendsetting Images
No-Logo Logo Movement, Brands with Cred Connecting Outside of Vertical Industries
Special T-shirt and Denim Reports, Top Brands, plus Brands Losing Marketshare and Why, Frequency of Buying, and Changes in Spending Patterns
Footwear, including Sneaker Culture as influenced by Youth Preferences
Entertainment including TV, Movies, Magazines, and Video Gaming
New Top Music Subcultures, Crossover Genres, Downloading and Spending Patterns, and Marketing through Music
Quantified Shifts in Buying habits, Brand Preferences, new meaning of Authenticity
Section detailing Preferences in Beverages, Fast Food, and Automotive
Top Future Concerns and Perceptions Capturing the Psychodemographics of Youth Culture Today

For businesses looking to maximize their strategies as they pertain to the youth marketplace, Label Networks’ Fall Youth Culture Study 2010 provides authentic information and an in-depth demographic profile of the most trendsetting youth marketplace in the world. For subscription information, email info@labelnetworks.com; or call (323) 630-4000.

The margin of error for the data in the Fall Youth Culture Study 2010 is less than 2.5% at a confidence level of 95%.

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