New Youth Culture Study by Label Networks Reveals Economy’s Latest Impact, DIY Trends—Advertising, Marketing, Fashion, Technology, Sports, Music, and More

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Shifts in the youth marketplace and various declines due to a difficult economy are also creating new opportunities across a range of industries, such as fashion, advertising, technology, sports, electronics, music, entertainment, and non-profits.

Fall-Winter 2011 Youth Culture Study by Label Networks

“The state of the economy has taken its toll on youth culture industries, but at the same time, it’s organically incubated and created these veins of new market opportunities," states Tom Wallace, President of Label Networks.

Fresh research and analysis released from Label Networks' 12th Fall/Winter Youth Culture Study reveals where shifts in the youth marketplace and various declines due to a difficult economy are also creating new opportunities across a range of industries, such as fashion, advertising, technology, sports, electronics, music, entertainment, and non-profits based on new consumer insights among 13-25-year-olds across the United States.

“The state of the economy has taken its toll on youth culture industries, but at the same time, it’s organically incubated and created these veins of new, interlinked subcultures and market opportunities illustrated in our results, which some brands have tapped into successfully,” explains Tom Wallace, President of Label Networks, producers of the Study and a leader in global youth culture intelligence and branding strategies. “For businesses, such information is a vital tool towards integrating with this new generation of consumers and the shifts in their lifestyles, based on how they are spending (and saving) and why, the influences of technology and changes in communication, and where specific strategies will be most effective.”

Comparing results over the past 11 years, and having the background from creating consumer research studies from Europe, China, and Japan, provided a unique global advantage when it came to completing the Fall Youth Culture Study 2011. “The combination allowed us to see new market opportunities through trend forecasts and differences with other countries, which elevates this Study to another level towards helping to connect brands with this new youth market,” continued Wallace.

Based on thousands of face-to-face interviews across the United States from a statistically representative sample conducted within the last 10 weeks, the Fall/Winter Youth Culture Study 2011 delivers depth beyond “top-10 brand lists” by offering additional rankings and analysis so that it’s clear to see the up-and-comers in brands, retailing, and ideas with unique advertising and sponsorship strategies, and those on the decline. Results are provided in colorful charts and graphs, by topline, then cross-tabulated by gender, and again by 4 different age groups. Comparative analysis written in “Macro Trend” editorials by Label Networks’ Youth Culture Experts provide a quick snapshot of key findings, including historical analysis, visuals, and pull-quotes for fast, effective, understanding.

At 375 pages, the Fall Youth Culture Study 2011 is unique in that it goes into detail about Advertising and Sponsorship Effectiveness in reaching youth culture, Green Marketing and Humanitarian issues and Non-Profits, plus an entire section devoted to Action Sports and a visually inspiring Street Fashion Trend Report.

Highlights from the Fall Youth Culture Study 2011 include:
--Top Advertising, Sponsorship, including a Series of Insightful, Respondent Quotes, plus Top Viral Marketing that Resonate with Youth Culture Today
--Green Marketing through Eco and Humanitarian Initiatives, including Top Concerns, Non-Profits, Eco-Fashion, Volunteerism, Rebels through Making a Difference
--Digital Lifestyle information ranging from Spending Patterns, Online Retail, Cell Phones, Features, Smart Phones and Apps, and Communication Patterns
--Favorite Fashion Brands and Stores, Ecommerce and MCommerce, Fashion and Virtual Lifestyles, New Media and Fashion, Americana and Heritage Trends, plus a robust Street Fashion Report with Trendsetting Images
--Action Sports Report plus Viewing and Programming Preferences
--Special T-shirt and Denim Reports, Top Brands, plus Brands Losing Marketshare and Why, Frequency of Buying, and Changes in Spending Patterns
--Footwear, including Sneaker Culture as influenced by Youth Preferences
--Entertainment including TV, Movies, Magazines, and Video Gaming
--New Top Music Subcultures, Crossover Genres, Downloading and Spending Patterns, and Marketing through Music
--Quantified Shifts in Buying Habits, Brand Preferences, New Meaning of Authenticity
--Sections detailing Preferences in Beverages, Fast Food, and Automotive
--Top Future Concerns and Perceptions Capturing the Psychodemographics of Youth Culture Today

For businesses, agencies, and industry leaders looking to maximize their strategies as they pertain to the youth marketplace, Label Networks’ Fall/WinterYouth Culture Study 2011 provides authentic information and an in-depth demographic profile of the most trendsetting youth marketplace in the world.

For subscription information, email info(at)labelnetworks(dot)com; or call (323) 630-4000.

About Label Networks:
Label Networks, Inc. is a leading global youth culture intelligence and brand strategy company that measures the most trendsetting subcultures in the world. Since 2000, Label Networks has created Global Youth Culture Studies and topical Profile Reports based on Label’s proprietary methods to gain constantly fresh quantitative and qualitative data utilizing a combination of remote data-acquisition and analysis systems, and a unique network of Global Youth Culture Experts and Analysts. The results offer scientific and intuitive information (our their own primary data), which Label Networks uses as the basis for brand strategies to connect today’s original thinkers in branding, marketing, and sponsorship to the youth marketplace. Among Label Networks’ clients: Apple Computer, Timberland, Adidas, Dickies, Bauer, Airwalk, Kia, LogiTech, Dr. Pepper, RedBull, ESPN, ZICO, The North Face, Vans Warped Tour, Keep-a-Breast, the Legacy Foundation. Contact: Label Networks, Inc., 13101 Washington Blvd., Suite 411, Los Angeles, CA 90066; (323) 630-4000; info(at)labelnetworks(dot)com; http://www.labelnetworks.com.

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Kathleen Gasperini
Label Networks
(323) 630-4000
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