Youth Trends 2010 (Tri-State Camp Conference)


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A overview of the key trends that are influencing youth culture as it relates to branding and merchandise.

We have also shared some tips on how to plan a merchandise program for a retail camp program by using online stores to more effectively market your line.

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Youth Trends 2010 (Tri-State Camp Conference)

  1. 1. Youth Trends Don’t Let Jay-Z Intimidate You, Make Him Work for You!!
  2. 2. Mark Graham and Lyndsay Borschke Who we are
  3. 3. In the next 60 minutes … <ul><li>  </li></ul><ul><li>An overview of emerging youth trends for 2010, specifically as it relates to merchandise and branding. </li></ul><ul><li>Tips on how to engage campers and staff using the web and social media properties </li></ul><ul><li>How to maximize profits and minimize administrative issues when designing a merchandise program. </li></ul>
  4. 4. <ul><li>#tscamp #youthtrends </li></ul><ul><li>@CampRIGHTSLEEVE </li></ul>
  5. 5. Macro Trends
  6. 6. Celebrity Influence <ul><li>Justin Timberlake, Jay-Z, Hilary Duff, Jonas Brothers, Miley Cyrus </li></ul>
  7. 10. Celebrity Influence <ul><li>Justin Timberlake, Jay-Z, Hilary Duff, Jonas Brothers, Miley Cyrus </li></ul><ul><li>Important to know who the players are (generational divide) </li></ul><ul><li>Shaping teens’ perceptions about themselves </li></ul>
  8. 11. Self expression   <ul><li>Wearing your ideology/culture on your sleeve </li></ul><ul><li>Walking billboards & demanding styles </li></ul><ul><li>Individual identity </li></ul><ul><li>Art, music, cultural and political statements are heard loud and clear by way of slogan tees/hoodies/jewelry </li></ul>
  9. 12. Slogan Tees
  10. 13. Obama Tees
  11. 15. Speed Sourcing <ul><li>Global production means trends have a shorter life span </li></ul><ul><li>Kids have access to new designs/styles that are constantly changing </li></ul><ul><li>H&M, Forever 21 </li></ul><ul><li>Important to keep branding fresh annually </li></ul>
  12. 18. Crowd Sourcing/social media  Camp contest to create 2010 design
  13. 21. Current Styles
  14. 22. Hip Hop <ul><li>Remains a huge influence on street wear </li></ul><ul><li>80's style footwear </li></ul><ul><li>Bling </li></ul><ul><li>oversized tees </li></ul><ul><li>grillz, pimping cars </li></ul><ul><li>Hoodies </li></ul><ul><li>Canada Goose jackets/puffy jackets </li></ul>
  15. 24. Mixing Skate/Surf/Street   <ul><li>- Growing interest in the &quot;hipster lifestyle/NEO HIPPY </li></ul><ul><li>Deliberate display of ignoring the “trends” results in a trend. </li></ul><ul><li>Skinny jeans on guys, scarves, leather, tiny tees with vintage logos. </li></ul>
  16. 27. Durability is cool  <ul><li>Denim, plaid, textured material </li></ul><ul><li>Denim jackets, plaid, fur hats, return of 30's/40's workwear.   </li></ul>
  17. 30. Retro Inspiration <ul><li>Focus on the 80's and 90's, All over prints, neons, contrasting colors, band style shirts </li></ul>
  18. 33. For girls only <ul><li>Longer, slim fitting hoodies for women </li></ul><ul><li>Leggings </li></ul>
  19. 36. ACCESSORIES are big!   Belts, necklaces, bracelets...could be the recession, or the fight to promote individualism that drives this, or both
  20. 39. Canadiana! Thank you Olympics
  21. 44. Retail Influences <ul><li>Hot retail: Quicksilver, Billabong, Abercrombie, Hollister, American Eagle, American Apparel, West Beach, Lulu Lemon </li></ul>
  22. 45. The How To
  23. 46. How to incorporate the trends and minimize the risk <ul><li>Teens and tweens are fickle – you don’t want to be stuck with inventory that doesn’t sell </li></ul><ul><li>Offer select trendy items as part of your pre-order so you only produce what the kids have selected </li></ul><ul><li>Leverage trendy artwork on classic pieces </li></ul>
  24. 47. How to maximize profits and reduce administrative headaches <ul><li>Leverage technology to showcase your merchandise program and drive sales through vehicles such as: </li></ul><ul><ul><ul><li>Camp Website </li></ul></ul></ul><ul><ul><ul><li>Online Store </li></ul></ul></ul><ul><ul><ul><li>Facebook page (Kandalore, Sanborn) </li></ul></ul></ul><ul><li>Utilize online stores to reduce paper and administrative time compiling orders </li></ul>
  25. 55. Wrap Up
  26. 56. Final Thoughts <ul><li>Don’t let Jay-Z intimidate you. Just know who he is </li></ul><ul><li>Enhance your camp culture through current trends </li></ul><ul><li>Understand the culture of your campers </li></ul><ul><li>Keep up with trends through artwork & design </li></ul><ul><li>Get your campers involved in the process </li></ul><ul><li>It’s okay to start slowly </li></ul><ul><li>Embrace social media as a marketing tool </li></ul><ul><li>Showcase your merchandise online </li></ul>
  27. 57. Resources <ul><li>Lookbook </li></ul><ul><li>Trendwatching </li></ul><ul><li>Threadless </li></ul><ul><li>Highsnobiety </li></ul>