1. For Mommy, or For
Me?
Why ad ult and children brands are
almost the same thing.
2. “Women are getting married later
in life, which means they are
often having kids later in life”
Charts, images and quote from adage.com
3. Priorities of
these women
are also
changing:
the number of
educated and
occupation-
centred
mothers is
also
increasing.
Charts & images from adage.com
4. Thus, women have had more
years of establishing a lifestyle
for herself, and common
spending habits
+ =
before having children.
- Bridget Brennan, Forbes
Images from adage.com
5. “...today’s mothers aim to be pragmatic,
efficient and rooted in reality. They want
to be real moms [...] more
importantly,
they want to be
real women,
with interests that
include and extend
beyond their
roles as caretakers,
providers and nurturers.”
- “The New Female Consumer: Rise of the Real Mom”, Advertising Age
7. Children under 12 spend
$28 billion a year and
influence $249 billion
spent by their parents
image: http://
loulousreviews.blogspot.ca
8. image: grocerygeek.com
“Adult” consumer
businesses have
become aware of the
opportunities
that may come from
attracting a younger
demographic.
9.
10.
11. “Like Mother, Like
Daughter!
Celebrate the
launch of our DVF
Loves GapKids
Collection and
enter to win
$1000 toward the
perfect Spring
wardrobe for you
and your little
one”
- quote & picture: www.dvf.com,
“DVF Hearts Gap”
12. image: www.apple.com
70% of children in
households with a tablet
device are using it
- Steve Smith, minonline.com
13. PC world named the iPad
the best toy of the year for
young children.
- ABC News
image: weheartit.com
15. "My daughter (13 month) and I
love it as my phone doesn't get
chewed or dribbled on. The
free apps are very nice and it
also stops your child making
calls or purchasing poker chips
as mine used to! Well worth the
money! Brill!"
image: Fisher Price website
16. “Some say that Starbucks, traditionally a coffee joint for
grown-ups, may be trying to grow its business by making
some of its drinks appealing to kids to ensure that they
are customers for life.”
-Erica Sagon, The Arizona Republic
18. 1. Could the high cost of these electronics
create a digital divide between children
based off their parents’ incomes?
If funded by the school board, wealthier districts
may find the cash they need more readily. Funding
will slow down the adoption rate for other areas.
image:
momlogic.com
19. 2. How young is too young for
technology?
PBS did a study showing benefits in kids 3 to 7, but for
infants and toddlers, there doesn't seem to be any.
"(We) recommend that children under the age of 2 don't have
any screen time whatsoever."
image: http://www.thepleb.net/ -iPadinsight.com
20. 3. Is pressing materialistic
values on your children good
for their self image and self
esteem?
There is a marked decrease in self-esteem
during the pre-teen years that corresponds
with a sharp increase in materialism
- Craig and Marc Kielburger, The Globe and Mail
21. Children should
understand
the brand’s values,
and why
you value them.
23. Sources:
ABC News: “Parent Debate: Do iPads and Smartphones Really Teach Toddlers to Read?” by Becky Worley (2011)
http://abcnews.go.com/Technology/parent-debate-ipads-smartphones-teach-toddlers-read/story?
id=13626381#.T2kmyGKkAbo
Advertising Age: “The New Female Consumer: The Rise of the Real Mom” by Marissa Miley and Ann Mack (2009)
http://gaia.adage.com/images/random/1109/aa-newfemale-whitepaper.pdf
DVF.com: “DVF Hearts Gap” (2012)
http://www.dvf.com/inside/Article/inside-dvf-acticles/dvf-hearts-gap
Forbes: “Why Kids And Parents Now Aspire To The Same Brands” by Bridget Brennan (2012)
http://www.forbes.com/sites/bridgetbrennan/2012/03/12/why-kids-and-parents-now-aspire-to-the-
same-brands/
The Globe and Mail: “How to break the brand-name grip on your kids” by Craig and Marc Kielburger (2012)
http://www.theglobeandmail.com/life/giving/ask-the-kielburgers/how-to-break-the-brand-name-grip-on-
your-kids/article2366676/
iPadinsight.com: “Study Shows iPads in Kingergarten Class Improve Literacy” by Patrick Jordan (2012)
http://ipadinsight.com/ipad-in-education-2/study-shows-ipads-in-kindergarten-class-improve-literacy
L.A. Times Fashion: “Diane von Furstenberg celebrates new Gap Kids line” by Booth Moore (2012)
http://latimesblogs.latimes.com/alltherage/2012/03/diane-von-furstenberg-new-gap-kids-line.html
Min Online: “The Touch Generation: Kids Are Tablet-Empowered” by Steve Smith (2012)
http://www.minonline.com/news/19974.html
Understanding E-Branding.com: “Children’s Advertising Through Social Media” by Carly (2012)
http://understandinge-branding.com/childrens-advertising-through-social-media/
Editor's Notes
\n
\n
\n
\n
Whether she is a gen X mother who waited until her 30s to have kids, or a millenial mother under 29, \n
Women (and parents) no longer severely alter their identity and spending when they have kids, instead, the child becomes a part of his or her parent’s world, and continue to be a part of it until they have independent spending habits. \n
Children under 12 spend approxamately $28 billion a year themselves, and incluence a whopping $248 billion spent by their parents. Parents are more willing to spend ault-sized money on their kids, and kids want the brands their parents use. Therefore, typically “adult” consumer businesses have become aware of the opportunities that may come from attracting a younger demographic. \n\n
\n
From Luxury Fashion brands, like Burberry...\n
and Baby Dior\n
Even more affordable clothing stores are trying to target the tastes and luxury of parents, as demonstrated by the recent partnership between Diane Von Furstenberg and Gap. The collection, ranging from $20-$120, features pint-sized versions of iconic DVF pieces for girls ages newborn to 14. Interestingly, Von Furstenberg follows a long line of high-end designers entering the kids market through partnerships with affordable clothing stores, including Stella McCartney, who collaborated with Gap Kids on two collections before launching her own Stella McCartney Kids in 2010. \n\n
\n
\n
Even electronics, which are originally marketed for adults, are targetting kids, and providing ways for children to be on their parents devices. 75% percent of moms regularly hand their phones over to the kids, and childrens brands have responded to this by \n
\n
The art of combining interests of adults and children to grow its consumer-base is not merely a trend in the fashion and technology industry. In 2006, it was speculated that Starbucks would begin marketing towards children. Now, the company is acknowledging that the under-18 set has become part of the coffee chain’s customer base, offering a small kids menu with smaller sized-hot chocolate and steamed milk. Moreover, their coffee-free frappachino drinks are often chosen by small kids, who accompany their parents at a young age, and return with their friends as teenagers.\n
