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.


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