2. Alternative? ‘ Possessing an alternative taste in music and fashion no longer automatically denotes outsider status. Instead, this segment makes up a significant slice of the youth market, with the internet helping to smash the barriers to the Alternative lifestyle. An enthusiasm for indie fashion and band culture is now almost obligatory in the development of middle class teens.’
3. About Alternative Members of the Alternative tribes can be vaguely rebellious but they do not a specific grudge against anyone. They are likely to conform with peers on these matters. They are open minded about music and fashion whilst being wary of the Mainstream tribes that dominate the UK. They are determined to stick together and be different. Predominately made up of working and middle class kids, it seems that a large proportion of the uk have been waiting for the development of this group, with many brands like Converse and vans thriving from this growth. All Tribes within the Alternative segment are passionate about music, and their friendship groups. Peer influence is a huge part of the Alternative scene, though new trends usually emerge outside the segment. The most efficient way to reach this group and grab their attention is through niche magazines and social media.
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5. Media consumption As you can see from this table, this group have a high internet and radio use. This means that creating a website will be good as they are more likely to view it.
