Blog: Leonie BarrieStudents are hard to reach

Leonie Barrie | 6 October 2005

When it comes to brands, college students don’t play favourites. A new survey shows that although 90 per cent of returning college students can name a ‘favourite brand,’ no single brand has more than 6 per cent awareness. It’s a worrying statistic since the youth market in an important demographic for fashion firms – although, it has to be said, in the survey apparel brands fared better than most. Of the most popular brands mentioned, Nike took first place, Coca Cola was second, and in joint third place were American Eagle and Polo/Ralph Lauren. Also in the top 10 were Gap, Adidas, Old Navy and Abercrombie.

Likewise, communicating effectively to the youth market via advertising is obviously a challenge. Well-liked campaigns, it seems, have to appeal to a sense of humour, be ‘new,’ ‘creative,’ or ‘cute’ and feature ‘people/girl’ and/or ‘music.’ But the downside is that even if you can appeal to back to school college students, they don’t actually part with much money. The survey found that spending on back to school merchandise (excluding text books) was just $5.4 billion dollars – a lot less than some other research has found.

I don’t think you can download a copy of The 2005 Back to School Brand Study, but if you’re interested, try contacting Anderson Analytics for more details.


BLOG

just-style market research sale

Are you planning for the year ahead and beyond? Well this week we’re offering great deals on some of our market research......

BLOG

Gearing up for the holiday shopping season

The volume of US apparel imports saw an increase in October on the prior year as retailers geared up for the holiday shopping season. Bangladesh booked the second highest growth behind India, reversin...

BLOG

Innovations to boost sustainability

Hong Kong-based textile and apparel giant Esquel Group, the world's largest woven shirt maker, is pushing ahead with the pursuit of sustainable and holistic quality. ...

BLOG

Sign up to try new re:source apparel sourcing tool for free

The old saying "Good things come to those who wait" is certainly true for re:source, the new suite of data-driven sourcing tools being developed by the team here at just-style....

just-style homepage



Forgot your password?