FOR IMMEDIATE RELEASE

Research Reveals Insight Into Tween and Teen Fashion Influences

August 5, 2005, Toronto - Just in time for back to school shopping, Reactorz Research released a report today on tweens and teens fashion consumption habits. Using its ongoing panel of youth members between the ages of 7 and 18, Reactorz Research delved into the questions of fashion influence, habits, and preferences.

Value for money seems to be a top priority, with a whopping 81% of our Reactorz kid panelists saying they would rather buy several lower-priced items than just one designer piece. But then that may have something to do with the fact that although kids choose which threads to buy, their parents still hold the bulk of the purchasing power. And with that power comes the right to veto, which parents typically only exercise when an item is deemed too expensive, too small/big or unflattering for the child's body shape.

It's a different story with teens. By this age many parents have given up commenting on their teen's clothing choices and many teens have stopped listening to any comments they receive - they tell us. But not every teen is a rebel as many of them tell us that they don't have a problem with their parents because they wear appropriate clothing - nothing slutty or gangsta.

Although kids are sensitive to pricing and appreciate the bargains on offer at discount chains like Walmart and second-hand stores along the lines of Goodwill, 75% deemed both of these types of retail outlets embarrassing places to shop. So what are their fave stores? Big brand chains like The Gap, Old Navy and La Senza Girl (obviously a fave with the girls only) are on top. But it should be noted that a substantial number of kids are still looking to save their parents money and prefer to shop at department and discount stores such as Sears and Walmart.

By the time kids hit their teens they start to diversify into those who reject brands (and prefer to get good value for their money at Goodwill and Walmart), those who like the 'comfort' brands such as The Gap, Old Navy and American Eagle Outfitters and a third group who are after the high fashion labels such as Guess, Parasuco or Calvin Klein. Some parents still buy all their clothing but teens in general have control over their fashion purchases either directing the purchase or making it themselves. Many teens say that their parents buy their every day clothing and they work together to be budget conscious on those purchases but if the teen wants an expensive designer item then they have to spend (and often earn) their own money to make that purchase.

As far as style influence goes, friends and peers hold the biggest sway, with store displays also having an impact on indecisive kid shoppers. Teens are a bit more proactive, checking out strangers on the street for new ideas. Surprisingly, kids and teens say celebrities don't really affect their fashion choices because the clothes the celebrities wear are too expensive for the price ranges they have to work within. As well, many teens work hard to create a unique look so would rather not be associated with a particular celebrity's style.

Marketers can pull a few threads from this research. Fashion shopping is a family activity, with kids and teens doing the selection and parents usually doing the purchasing. Parents naturally have greater influence over tweens than teens but many teens have internalized their family's style values by the time they are making their own fashion decisions. Tween marketing campaigns that target both parents and their children and identify style as well as value will be most effective. Campaigns with same-age actors/models/celebrities that replicate peer-to-peer influence will have the most impact.

Reactorz, a division of Big Orbit, is the only youth-powered research engine that can put clients in touch with young people throughout North America from the ages of 7 to 22 within days. Through the Reactorz ongoing community website, wireless polling and more traditional research methods (eg. phone interviews, focus groups and paper-based surveys) Reactorz helps clients find out what kids and young people are thinking, feeling and talking about. Learn more at Reactorzresearch.com.

How does Reactorz work for kids? Kids are invited to participate as co-developers in research projects in which they earn points for their participation that can be redeemed for cash. Kids have fun, are empowered by their involvement and get extra spending money.

For more a more detailed report including methodology, or to arrange an interview, please contact:

Kelly Lynne Ashton
Reactorz, Research Director
416-516-0705 x. 228
klashton@bigorbit.com