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Market Context
Market Context
Youth budget for f
ashion goods is 50%
higher than the a
verage UK shopper.
‘
OPPORTUNITies
1. The youth
While Covent Garden has extensively designed a strategy to revamp the area into a high-end shopping destination, the current
economic difficulties should encourage the area to reconsider its
marketing offer to other audience, more willing to spend, such as
the youth.
‘
“Juniors are building a world
of knowledge and a future
world of consumption”
’
“Juniors now are photographed
much more than in previous
years, and these photos are
then tagged via social media,
there is a cul
ture anxiety: They
don’t want to get it wrong or
be criticised, they ha to be
ve
spot on. .
’
The youth is the current highest consumer age group in fashion with a
budget 50% higher than the average fashion consumer. Clothes purchase represents the first spending priority for the 15-25 years old.
54% of youth prefer
shopping in store
WGSN Youth Marketing
YOUTH INTERESTs
Going out and dressing represent young people (15-25) top spending
priorities. Covent Garden is a first class destination for both activities that
could be the next to seduce the juniors, if approached appropriately.
Teenagers and young adults grow in a society surrounded by media
and social platforms information in which image is promoted as a driver
of success. Looking good has grown to become a priority for the youth.
TOP 5 RETAILERS FOR
THE 16-25 AGE GROUP *
1. Primark
2. Topshop/Topman
3. New Look
4. H&M
5. River Island
Patricia &