Society of Winners and Losers
We all see society evolving towards a Society of winners and losers. And I Will Be A Winner. The symbolisms of A-brands ensure me that I Will Be A winner.
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Microtrends by Mark J. Penn & E. Kinney Zalesne
“Today the Internet and eBay make teen entrepreneurship easier than ever, and the sunglasses you are buying on the Web may just be from a High School Mogul on the other end. Lemonade stands, greeting cards, and babysitting are out; the Web is in. In fact , according to Business week, as of 2000, 8 percent of all teens—or about 1.6 million young people in the U.S.—were making money on the Internet.”
The $100 Billion Allowance: Accessing the Global Teen Market by Elissa Moses
“No longer can teens’ interest in brands be reduced to an ordinary concern with differentiation, or to distinguishing one’s identity from that of the group and the converse, that of conforming, or fitting in with the group. The reliance on brands has shifted: brands have infiltrated preteens and adolescents’ inner lives…In Canada, a recent study by Laval University Quebec found that their sample group of rich and poor kids had an equal and unslakeabel thirst for designer clothes.”
“Marketing guru Elissa Moses breaks ‘teen orientation’ and teen spending down into ‘me-directed,’ ‘other-directed,’ ‘nonconformist,’ and ‘conformist.’ Each category is further broken down into types of teen spending. These include ‘thrills & chills,’ ‘resigned,’ ‘bootstrappers,’ ‘world savers,’ ‘upholders’ and ‘quiet achievers.’ World savers according to Moses, include teen Brazilians and Hungarians.”
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