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&#x2019;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 &#x201C;adult&#x201D; consumer businesses have become aware of the opportunities that may come from attracting a younger demographic. \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,&#xA0;features&#xA0;pint-sized versions&#xA0;of iconic DVF pieces for girls ages newborn to 14. Interestingly, Von Furstenberg&#xA0;follows a long line of high-end designers&#xA0;entering the&#xA0;kids market through partnerships with affordable clothing stores, including Stella McCartney, who collaborated with&#xA0;Gap Kids on two collections before launching her own Stella McCartney Kids in 2010. \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
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&#x2019;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
For Mommy, or For Me?
For Mommy, or For Me?Why ad ult and children brands arealmost the same thing.
“Women are getting married later in life, which means they are often having kids later in life” Charts, images and quote from adage.com
Priorities of these women are also changing:the number of educated and occupation- centred mothers is also increasing. Charts & images from adage.com
Thus, women have had moreyears of establishing a lifestyle for herself, and common spending habits + = before having children. - Bridget Brennan, Forbes Images from adage.com
“...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
The child becomes a part ofhis or her parent’s world
Children under 12 spend$28 billion a year andinﬂuence $249 billionspent by their parents image: http://loulousreviews.blogspot.ca
image: grocerygeek.com “Adult” consumer businesses havebecome aware of theopportunitiesthat may come fromattracting a younger demographic.
“Like Mother, LikeDaughter!Celebrate thelaunch of our DVFLoves GapKidsCollection andenter to win$1000 toward theperfect Springwardrobe for youand your littleone” - quote & picture: www.dvf.com, “DVF Hearts Gap”
image: www.apple.com 70% of children in households with a tablet device are using it - Steve Smith, minonline.com
PC world named the iPadthe best toy of the year for young children. - ABC News image: weheartit.com
"My daughter (13 month) and Ilove it as my phone doesnt getchewed or dribbled on. Thefree apps are very nice and italso stops your child makingcalls or purchasing poker chipsas mine used to! Well worth themoney! Brill!" image: Fisher Price website
“Some say that Starbucks, traditionally a coffee joint forgrown-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
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 districtsmay ﬁnd the cash they need more readily. Funding will slow down the adoption rate for other areas. image: momlogic.com
2. How young is too young fortechnology? PBS did a study showing beneﬁts in kids 3 to 7, but for infants and toddlers, there doesnt seem to be any. "(We) recommend that children under the age of 2 dont have any screen time whatsoever."image: http://www.thepleb.net/ -iPadinsight.com
3. Is pressing materialisticvalues on your children goodfor their self image and selfesteem? There is a marked decrease in self-esteemduring the pre-teen years that corresponds with a sharp increase in materialism - Craig and Marc Kielburger, The Globe and Mail
Children should understandthe brand’s values, and why you value them.
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#.T2kmyGKkAboAdvertising 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.pdfDVF.com: “DVF Hearts Gap” (2012)http://www.dvf.com/inside/Article/inside-dvf-acticles/dvf-hearts-gapForbes: “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-literacyL.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.htmlMin Online: “The Touch Generation: Kids Are Tablet-Empowered” by Steve Smith (2012)http://www.minonline.com/news/19974.htmlUnderstanding E-Branding.com: “Children’s Advertising Through Social Media” by Carly (2012)http://understandinge-branding.com/childrens-advertising-through-social-media/
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