How Luxury Brands Are Reaching Young People
Posted: Sun Dec 15, 2024 8:25 am
olumn – Influencer marketing is big business. Big names like Monica Geuze, Mascha Feoktistova and Enzo Knol are the online rock stars of our time. 'Mommy influencers' are a separate offshoot of this that create online visibility for the brands they work with. But the success of the many, many mommy influencers also has a dark side.
Being a brand that is truly valuable to young people, without being a youth brand
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Brands are trying en masse to win the sympathy of young people and to bind them to them. Only as a love brand of young people do you seem truly future-proof. Whoever has the youth, has the future. Investing in young target groups is absolutely valuable for every organization, but is it also a realistic ambition for everyone to become a real youth brand?
No, many organizations are and will never become a vital part of the daily life of young people. The services and goals of, for example, insurers, telecom companies and many NGOs are simply too far philippines telegram data removed from what young people are concerned with. That is why it is time for a reality check:
What is feasible for your organization among young target groups?
'Luxury brands are doing well, also (or especially) among young people', Trouw already headlined in 2019. Haute couture brands are increasingly being worn by young people. They buy a pair of Balenciaga sneakers or a Gucci belt with their hard-earned money. And this trend is even continuing in times of crisis, according to marketing website Customertalk : in the first half of 2020 - during the first months of the corona crisis - young people spent no less than 35 percent more on luxury sneakers than during the same months in the previous year.
The biggest increase is measured in sneakers above 500 euros. The luxury brands also take a prominent place in the lexicon of contemporary youth culture. The music site Genius.com mapped out which brands appear most in the hip-hop songs released in 2018.
Being a brand that is truly valuable to young people, without being a youth brand
Want free tips and prompts to write converting texts with AI tools? Download whitepaper
Brands are trying en masse to win the sympathy of young people and to bind them to them. Only as a love brand of young people do you seem truly future-proof. Whoever has the youth, has the future. Investing in young target groups is absolutely valuable for every organization, but is it also a realistic ambition for everyone to become a real youth brand?
No, many organizations are and will never become a vital part of the daily life of young people. The services and goals of, for example, insurers, telecom companies and many NGOs are simply too far philippines telegram data removed from what young people are concerned with. That is why it is time for a reality check:
What is feasible for your organization among young target groups?
'Luxury brands are doing well, also (or especially) among young people', Trouw already headlined in 2019. Haute couture brands are increasingly being worn by young people. They buy a pair of Balenciaga sneakers or a Gucci belt with their hard-earned money. And this trend is even continuing in times of crisis, according to marketing website Customertalk : in the first half of 2020 - during the first months of the corona crisis - young people spent no less than 35 percent more on luxury sneakers than during the same months in the previous year.
The biggest increase is measured in sneakers above 500 euros. The luxury brands also take a prominent place in the lexicon of contemporary youth culture. The music site Genius.com mapped out which brands appear most in the hip-hop songs released in 2018.