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Youth Culture Consumer Research Lifestyle Study Released Today Reveals New Opportunities + Driving Trends Effecting
Global Youth Markets
May 15, 02006—Fresh results released today from Label Networks’ 6th bi-annual North American Youth Culture Consumer Research Study—The Spring Report ’06 clearly indicate that young people 13-24-years-old have re-shaped market trends motivated mostly by new technology and communication patterns. Their unique preferences and influences for where they spend their money, adopt fashion brands, take up new sports, and influences from music, entertainment, global cultures, marketing + advertising, among other things, will not only have a tremendous effect on America’s future, but also will push market trends across Europe, Japan, and China, which as the Study reveals, particularly in the next 6 months.
“American youth culture still leads many market trends across the world in terms of sources of fashion, music, technology, action sports, entertainment, and general attitudes and inspiration,” says Tom Wallace, President of Label Networks, a leading global youth marketing intelligence + research company known for accessing hard-to-reach markets and providing street-cred data and trending reports. “Because of this, we’ve added additional Profile Reports to our subscription that are especially key in terms of trends from influential subcultures in North America, such as Skateboarding, Snowboarding, the Urban Female Marketplace, and Hispanic/Latino Reports.”
In an effort to not only measure changes in the marketplace, but to push instinct forward and spark new ways of thinking for Fortune 1000 brands who subscribe, as well as the most creative and intuitive youth market manufacturers who work primarily on instinct, Label Networks is offering a 1-time introductory rate until June 15th to those who qualify. Why subscribe now? Because the landscape of youth culture has changed. Here are some highlights from the North American Youth Culture Study Spring Report ‘06:
• Trend influencers today live a Digital Lifestyle: 84.9% have an online community profile in North America
• New media + user-generated content among leading new sources of entertainment
• Indie rock mixed from the UK + America behind motivations for fashion, hairstyles, music preference mash-ups
• Sport subcultures w/ greatest potential: martial arts, basketball for participation; snowboarding for “lifestyle” (i.e., apparel); dance the new urban “sport” including reggaeton, dancehall, capoeira, krumping
• Retail shopping patterns shifting most: Online shopping for Footwear increased overall 3.5%
As increased consumer control in technology, communication, music distribution, shopping patterns, entertainment, and fashion continue to change the way companies do business, more brands are turning to youth culture research in an attempt to understand the marketplace of the future and the dynamics of these changes, especially bottom-up market opportunities. And as more brands move towards becoming “lifestyle” brands, meaning positioning into a variety of different aspects of a person’s life and for a longer life-cycle, such youth culture research is becoming increasingly more vital for future success.
The North American Youth Culture Study--Spring Report ’06 includes actionable results, regarding fashion, (with special reports on denim, T-shirts, and footwear), spending patterns, technology + electronics, video gaming, music, action sports, individual + team sports, entertainment patterns, marketing + advertising effectiveness, lifestyle traits, Internet patterns + social networks, cell phones, new media, future concerns, attitudes, changing styles, and influences. The subscription package also includes:
- The Spring Report + Fall Reports: Covering a wide-range of topics including historical patterns and information, primary data, charts, graphs cross-tabulated by gender, age: 13-14, 15-17, 18-20, 21-24
- Macro Trend Summaries detailing high-level trends written in an easy-to-understand format about the changing landscape of the marketplace within each topic
- Profiles: In-depth reports of leading segments of youth culture market trends including Skateboarders, Snowboarders, the Urban Female, + Hispanic/Latino Profile Reports
- Street Fashion Ethnography: Based on street-level, clear, colorful images depicting trends in apparel, footwear, accessories, hairstyles, piercings, tattoos, + attitudes
- Label Lab™ Newsletter delivered monthly covering one in-depth, timely topic
- Weekly Label Lab Trend Updates from our global field research network to provide greater details about fresh news, reviews of street fashion trends, action sports, festivals, underground magazines, events, + emerging subcultures
For thought-leaders looking to maximize their strategies as they pertain to the youth marketplace, the North American Youth Culture Study—Spring Report ‘06 provides authentic street-level information about the demographic profile, economic, and cultural threads of influence of the wealthiest new generation in history. For information about subscribing, or our 02006 Global Subscription Package, including Europe, Japan, China, or for information about proprietary questions, custom research + consulting, or presentations, call (323) 630-4000; mailto:Kathleen@labelnetwors.com; www.labelnetworks.com.
About Label Networks:
Label Networks, Inc. is the leading global youth culture marketing intelligence + research company authentically measuring the most trendsetting and mainstream subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, fast research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible network of global Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and industry leaders about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Global Youth Culture Studies include North America, Europe, Japan, + China, plus Profiles on Snowboarding, Skateboarding, Urban Female, +Latino Markets; Clients: Apple Computer, Verizon Wireless, Burton, Vans, Braun, Siemens, LG, Footlocker, Tylenol, Pepsi, Motorola, Fuel TV, Fox Sports Network, Salomon, Levi’s, American Eagle, O’Neill Europe, Xbox, Playstation, Wizards of the Coast, Hasbro, Ford, Dodge, Columbia Sportswear, Warped Tour, Creative Artists Agency, Faith Popcorn, ESPN International, Kraft Easy-Mac. Contact: Label Networks, Inc., 13101 Washington Blvd., Suite 100, Los Angeles, CA90066; (323) 630-4000; mailto:youthculture@labelnetworks.com; www.labelnetworks.com.
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