Reactorz Research

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. Kids say their folks sometimes pipe up about the age-appropriateness of items that have found their way into the shopping cart (i.e. jeans that are too low-rise or clothes that look like something a 'hood' might wear), but those battles are rare, and kids don't get too upset when their parents put their foot down.

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.

It's interesting that the few celebrities mentioned by our girl panelists as influences are very close to their own age: Avril Lavigne, Mary Kate and Ashley Olsen, Amanda Bynes and Hilary Duff. They're also young women who sport variations on the "girl next door" look, which is easier for most kids to achieve. Teen girls are also looking for accessible inspiration with nods to Jennifer Lopez, Jennifer Aniston, Avril Lavigne and Mandy Moore. Some boys who go for a sportier look admit to checking out what their favorite athletes are wearing for style ideas. But by the time they hit their teens they watch what the rappers are wearing more than the jocks: 50 Cent, Eminem and Nelly are style leaders.

As far is what's hot right now, girls are loving capris, flower skirts and low-rider flare jeans. Boys are wearing track pants, baggy jeans and sports jerseys. Since both boys and girls love their T-shirts, we asked them if there were any entertainment-based characters they'd like to see on their tees. About a quarter of our kid panelists would rather wear plain, unadorned shirts, but those who do like licensed tees pegged the cast from The Simpsons as their favorite characters to wear. Many kids say they won't wear clothing featuring babyish character images (i.e. Barney or Teletubbies). But interestingly, classics such as Winnie the Pooh and Looney Tunes fall under the "cool" category. Lastly, comic book heroes like The Hulk and Spider-Man are popular with some of the boys. Teens pretty much agreed with this, adding Spongebob Squarepants as a character they'd like to see. It must be noted though that even fewer teens would actually wear a character-based T.

Insight: 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. 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.

For more information:

If you're not familiar with Hilary Duff (star of Disney/Family Channel (Canada)'s "Lizzie McGuire") check out her style at her (very pink) Official Fan Site.
Rappers have become such style leaders for young men that many of them have started their own clothing line. Check out Nelly's at Vokal, and Sean "Puff Daddy" Combs at Seanjohn.com.
Not familiar with La Senza Girl, a subsidiary of La Senza, a Canadian store chain that has started branching out in the U.S., U.K. and other countries? Check out the Style File at La Senza Girl.
For a more detailed analysis of Teen Fashion read the upcoming article in Marketing Magazine August 6, 2003 by Kelly Lynne Ashton, Reactorz Research Director.

To find out more about Reactorz contact us online at www.reactorzresearch.com. Or call 416-516-0705.

Reactorz is a youth-powered research engine. Our online community of kids ages 7 to 22 provide their opinion and insight into current events, issues, creative & product design, entertainment and communications strategies. Reactorz parent company Big Orbit gathers this information and empowers clients by connecting them with this target group through strategic consulting and creative development. For over a decade, Big Orbit has worked with corporate, government and non-profit organizations such as: Kraft Canada, Junior Achievement of Canada, Concerned Children's Advertisers and Key Porter Books. For a complete list of clients and case studies please visit BigOrbit.com or ReactorzResearch.com.