European Youth Culture Study Subscription

Label Networks, January 2007

European Youth Culture Study Reveals New Trends + Opportunities in Fashion, Technology, New Media, Entertainment, Sports

Fresh results released clearly indicate that 15-25-years-old across Western Europe, empowered through a “lifetime” of technology has resulted in greater consumer control, influencing trends in fashion, sports, music, entertainment, advertising, marketing, and lifestyle choices. For intuitive brands, knowing what’s going on in this elusive and savvy marketplace including the UK, France, Germany, Spain, and Italy, is vital for success.

Highlights from the European Youth Culture Study include:
- T-shirt spending is at an all-time high in Europe, but especially in Italy, followed by France
- Sneaker Culture more important than ever—especially among females
- Top Fashion Brands have shifted to include more “disposable” or fast-fashion store brands over sports-inspired brands
- The #1 Turn-off when Shopping in a store in the Pan-European Study, including the UK, France, Italy, Spain, Germany is the Sales Person
- Freshest Fashion Trends overall they believe are coming from the USA, then UK, but other countries on the rise such as Japan + Sweden
- Spain’s Youth Market names the most diverse range of countries that they believe are producing the Freshest Fashion Trends today
- Top Sports young people most Want to Learn have shifted with females market increasing in percentages over makes for various sports, particularly action sports
- Rock makes a comeback but so does the splintering of music as influences come in now from Indie, Alternative, Rap/hip-hop, Punk—even though Rave is a strong fashion influence—highlights show new things coming next
- A “New Media Generation Gap” now exists between 15-20-year-olds and 21-25-year-olds when comparing patterns in mobile phone usage, Internet, Personal Profiles, Social Online Networks, + Communication, marking a shift in the marketplace, particularly in the UK, followed by France, then Germany
- Top Future Concerns have changed to include Work-related issues; Terrorism has dropped in each country except for the UK because as they say, “We just live with it; we’re used to it.”

The European Youth Culture Study ’07 includes actionable results, regarding fashion, (with special reports on denim, T-shirts, + footwear), spending patterns, technology + electronics, video gaming, music, action sports, individual + team sports, entertainment patterns, lifestyle traits, Internet patterns + social networks, cell phones, new media, future concerns. The subscription package also includes:

- Quantitative Charts + Graphs: Covering a wide-range of topics including historical patterns and information, primary data, charts, graphs cross-tabulated by gender, age: 15-17, 18-20, 21-25; + country
- Macro Trend Editorial Summaries detailing high-level trends written in an easy-to-understand format about the changing landscape of the marketplace within each topic for a quick snapshot of key findings
- Weekly Label Lab Newsletter covering global youth + street market trends and news

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