Youth Trends

Don’t Let Jay-Z Intimidate You, Make Him Work

for You!!

Mark Graham and Lyndsay Borschke

Who we are

In the next 60 minutes … • An overview of emerging youth trends for

2010, specifically as it relates to merchandise and branding.

• Tips on how to engage campers and staff using the web and social media properties

• How to maximize profits and minimize administrative issues when designing a merchandise program.

Macro Trends

Celebrity Influence

• Justin Timberlake, Jay-Z, Hilary Duff, Jonas Brothers, Miley Cyrus

• Shaping teens’ perceptions about themselves

• Important to know who the players are

Self expression  

• Wearing your ideology/culture on your sleeve

• Walking billboards & demanding styles

• Individual identity

• Art, music, cultural and political statements are heard loud and clear by way of slogan tees/hoodies/jewelry

Slogan Tees

Obama Tees

Speed Sourcing

• Global production means trends have a shorter life span

• Kids have access to new designs/styles that are constantly changing

• H&M, Forever 21

• Important to keep branding fresh annually

Crowd Sourcing/social media 

Camp contest to create 2010 design

Current Styles

Hip Hop

• Remains a huge influence on street wear

• 80's style footwear

• Bling

• oversized tees

• grillz, pimping cars

• Hoodies

• Canada Goose jackets/puffy jackets

Mixing Skate/Surf/Street  

- Growing interest in the "hipster lifestyle/NEO HIPPY

- Deliberate display of ignoring the “trends” results in a trend.

- Skinny jeans on guys, scarves, leather, tiny tees with vintage logos.

Durability is cool 

• Denim, plaid, textured material

• Denim jackets, plaid, fur hats, return of 30's/40's workwear.  

Retro Inspiration

• Focus on the 80's and 90's, All over prints, neons, contrasting colors, band style shirts

For girls only

• Longer, slim fitting hoodies for women

• Leggings

ACCESSORIES are big!  

Belts, necklaces, bracelets...could be the recession, or the fight to promote individualism that drives this, or both

Canadiana!

Thank you Olympics

Retail Influences

• Hot retail: Quicksilver, Billabong, Abercrombie, Hollister, American Eagle, American Apparel, West Beach, Lulu Lemon

The How To

How to incorporate the trends and minimize the risk

• Teens and tweens are fickle – you don’t want to be stuck with inventory that doesn’t sell

• Offer select trendy items as part of your pre-order so you only produce what the kids have selected

• Leverage trendy artwork on classic pieces

How to maximize profits and reduce administrative headaches

• Leverage technology to showcase your merchandise program and drive sales through vehicles such as:

• Camp Website• Online Store• Facebook page

• Utilize online stores to reduce paper and administrative time compiling orders

Wrap Up

Final Thoughts

• Don’t let Jay-Z intimidate you. Just know who he is• Enhance your camp culture through current trends • Understand the culture of your campers • Keep up with trends through artwork & design • Get your campers involved in the process • It’s okay to start slowly• Embrace social media as a marketing tool • Showcase your merchandise online

Resources

• Lookbook http://lookbook.nu/

• Trendwatching www.trendwatching.com

• Threadless www.threadless.com