Luxury brands marketed to teenagers

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EdnaMode

EdnaMode

O.G.
Mar 15, 2011
1,038
1,953
#1
Last weekend my 13 year old asked me if I would take her to a Chanel boutique. She follows kpop stars on Instagram and many of them wear Gucci, Chanel and LV. I've heard middle school kids talk about Gucci and just noticed today, the new landing page of LV shows a picture of what looks like a high school.

I know there's been a long history of one off items like high priced athletic shoes that were marketed but now, the entire industry seem to be targeting children. Makes me feel a little uneasy. Has this been happening for awhile and I've just lived under a rock or is this a recent shift? How do you feel about it?
 
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#2
I first learned about LV when I was 16 y/o. Not substantially older than your daughter. And that was just prior to the explosion of instagram, social media etc.

Marketing works, remember McDs targets children even younger than school age. Sinking their teeth into your kids' minds and pockets early typically has a better chance of hooking a life-long customer. Especially if you can advertise to a child who cannot detect the persuasive intent of the ad - usually kids under 7.

The new way of marketing is dressing celebrities, whether kpop, Hollywood or youtube/instagram "stars"; and again, the majority of kids (and some adults tbh) cannot discern that it's a very subtle ad.
 
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#3
eunaddict said:
I first learned about LV when I was 16 y/o. Not substantially older than your daughter. And that was just prior to the explosion of instagram, social media etc.

Marketing works, remember McDs targets children even younger than school age. Sinking their teeth into your kids' minds and pockets early typically has a better chance of hooking a life-long customer. Especially if you can advertise to a child who cannot detect the persuasive intent of the ad - usually kids under 7.
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I guess for some reason, I'm "sort" of OK with food services marketing to children, (I acknowledge it might have a much worse life long impact). I guess my problem is that it's not like a $40 van's backpack being marketed but a $1,000+ backpack. It's kind of scary.
 
#4
EdnaMode said:
I guess for some reason, I'm "sort" of OK with food services marketing to children, (I acknowledge it might have a much worse life long impact). I guess my problem is that it's not like a $40 van's backpack being marketed but a $1,000+ backpack. It's kind of scary.
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McDonalds or Chanel can market whatever they'd like, but ultimately wouldn't the parents be making the purchasing calls?
 
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#7
canto bight said:
McDonalds or Chanel can market whatever they'd like, but ultimately wouldn't the parents be making the purchasing calls?
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That's true. I guess I was just shocked that she thought those were for her and her peers. I don't know too many parents eager to spend that kind of money for their kids stuff so they want to hook these kids and maybe go straight with their first paychecks or crack open their piggy banks.
 
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#8
I mean, every thing can have good and bad sides to it. Instead of being turned off by it, use it as a teaching experience, the value of money...talk about people who don't even have what they need, much less that they want.

I distinctly remember my parents breaking down for me how many hours of minimum wage work it would take for someone to afford X toy when I was a tiny kid whining about something at Toys R Us; so even when it came time when I could afford to purchase my own designer stuff - I recognized the privilege of both having a job that paid thrice what minimum wage was while still a student and being able to afford things that other people might never get to own. My elementary and middle schools back in Asia also insisted all kids spend X hours/month working with charity organizations, again showing the disparity between haves and have-nots; an experience which I found really lacking when I moved West for high school.

You can't change advertising, you can change perception of it.
 
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#9
eunaddict said:
I mean, every thing can have good and bad sides to it. Instead of being turned off by it, use it as a teaching experience, the value of money...talk about people who don't even have what they need, much less that they want.

I distinctly remember my parents breaking down for me how many hours of minimum wage work it would take for someone to afford X toy when I was a tiny kid whining about something at Toys R Us; so even when it came time when I could afford to purchase my own designer stuff - I recognized the privilege of both having a job that paid thrice what minimum wage was while still a student and being able to afford things that other people might never get to own. My elementary and middle schools back in Asia also insisted all kids spend X hours/month working with charity organizations, again showing the disparity between haves and have-nots; an experience which I found really lacking when I moved West for high school.

You can't change advertising, you can change perception of it.
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I really appreciate your post. You are absolutely right. I do talk to my kids about money and budgets as well as some of the topics you discussed and I should also do the same here. Frankly I don't know why I'm shocked as kids these days are exposed to so many things that are questionable at best. I am still put off by it but I will take the opportunity.
 
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#10
eunaddict said:
I mean, every thing can have good and bad sides to it. Instead of being turned off by it, use it as a teaching experience, the value of money...talk about people who don't even have what they need, much less that they want.

I distinctly remember my parents breaking down for me how many hours of minimum wage work it would take for someone to afford X toy when I was a tiny kid whining about something at Toys R Us; so even when it came time when I could afford to purchase my own designer stuff - I recognized the privilege of both having a job that paid thrice what minimum wage was while still a student and being able to afford things that other people might never get to own. My elementary and middle schools back in Asia also insisted all kids spend X hours/month working with charity organizations, again showing the disparity between haves and have-nots; an experience which I found really lacking when I moved West for high school.

You can't change advertising, you can change perception of it.
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I agree. I can’t imagine my daughter asking me Gucci next time around. Maybe when she’s older. But the way I planned it, is handing me down my collections to my two girls when they get older as a starter. Not asking me to buy a brand new Gucci in store.
 
#14
canto bight said:
McDonalds or Chanel can market whatever they'd like, but ultimately wouldn't the parents be making the purchasing calls?
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Think you nailed it.:tup:
Adverts geared towards compensating/competing parents.
And grandparents, with disposable money for insane gifts.

Teens merely jump on hype wagon, see smiling promo models their age, then scream, "Gimmee!" Until anyone listens.
Entitlement syndrome at its most lucrative--for clever companies.

Unhappily, many adults cannot tell kids, "No."
For varied reasons.
 
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#15
I don't understand, there are kids "designer" shops in many cities around the world and Dior has its "baby dior" line which has existed for a very long time, same for many other brands. If they deliberately target kids (or their parents rather), why not teens.
And to be honest parents have a great influence on their kids, so if you are wearing these brands it shouldn't be shocking that your kids are aware or want them as well at some point.
 
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