Youth
In & out categories!
Hip/urban, preppy, rider, Gothic, street…
Today’s teen world is rich and contrasted. Teens are exposed to a multitude of cultures, dress codes, styles and values…a teen occupies several territories, depending on his or her tastes and moods.
In the era of MySpace, are underground mainstream still distinct from one another?
A mix of YouTube, techno music, mobile cultures, provincial nightclubs, gay culture, hip-hop and Madonna videos… the Tecktoniks originated from a movement that extends beyond the categories.
Brands must liberate themselves from marketing segmentations to build new movements and cultures.
We use infiltrated witnesses to observe these movements in vivo for better connection with teens and to build your relationship with them earlier.
Tribes meeting – teen blogs – Zed Research
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