Luxury brands marketed to teenagers

[ChanelCanuck]

Yikes, now we have 13 year olds wanting Gucci to keep up with the Joneses! When I was 13, I wanted to keep up with Dawson's Creek and Esprit was the brand of choice!

It's definitely up to the parents to make the purchasing calls, but I still find it concerning that these luxury ads are trying to normalize $1,000 bag packs for teenagers. They're the ones who define what is aspirational, and now a kid may feel like they're a "have-not" without one? So crazy.

 

[mzbaglady1]

I believe if parents taught their children the value of a dollar at a very young age and as the child gets older about budgeting and finances some teens might not get too caught up in luxury fashions. Sure there will always be peer pressure but core values is what's taught at home.

 

[ccbaggirl89]

I was into Chanel at age 14 or so. My niece asked me to borrow one of my Chanel bags when she turned 13. I was aware of it through tv and I assume the young kids come into awareness through social media, too. My niece saw it in my closet, so if it's in the home, they see it and want it, too. I don't think the companies are deliberately targeting teens because what teen is really walking around with 3K to drop on LV or Chanel. They still need mom and dad to buy for them. If a teen or tween has LV, Chanel, Hermes - ultimately an older adult made that choice.

 

[Mrs.Z]

My friends teenagers are crazy for Gucci which totally makes me not want to buy Gucci!

 

[EdnaMode]

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.

I think baby lines are really for parents as babies don't know or care. The target customers are parents, not the babies. Even though I've had designer bags even before my kids were born, my kids never knew what they were, brand wise. It's just interesting to me.

 

[EdnaMode]

Yikes, now we have 13 year olds wanting Gucci to keep up with the Joneses! When I was 13, I wanted to keep up with Dawson's Creek and Esprit was the brand of choice!

It's definitely up to the parents to make the purchasing calls, but I still find it concerning that these luxury ads are trying to normalize $1,000 bag packs for teenagers. They're the ones who define what is aspirational, and now a kid may feel like they're a "have-not" without one? So crazy.

Yes, exactly

 

[Sparkletastic]

McDonalds or Chanel can market whatever they'd like, but ultimately wouldn't the parents be making the purchasing calls?

I agree completely. Businesses exist to make profit for owners and / or stakeholders. They are not pseudo parents nor morality police.

It’s up to parents to teach their children the values they feel are appropriate for their child. If someone doesn’t want their child wearing x brand at y cost, it’s reeeaaalllly easy. They shouldn’t buy it nor give their child the funds to buy it.

If they want the child to have 10 of them, that is their decision too.

Let’s keep in mind that there are many, many kids and teens from privileged families who live in luxury and for whom a Gucci backpack is like a Target backpack for some of us.

Yes! What some may think is “too much” may be in great part due to their personal financial circumstances and have zero bearing on the lives of others.

It’s really up to the individual to make a decision for themselves and their family. Businesses are there to make the sale once the purchase internet or decision is in play.

 

[Gabs007]

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?

It has always happened, I am not a spring chicken so when I told mom how much I wanted a certain bag, mom brought me to the store and showed me the price tag, which didn't mean much to me, she then also told me to get a holiday job so I could buy it myself, and trust me, working in a fast food restaurant for minimum wage, it made that bag definitely overpriced....

 

[floodette]

My friends teenagers are crazy for Gucci which totally makes me not want to buy Gucci!

to be honest i was turned off gucci marmont for this exact reason

 

[arnott]

How about this little girl showing off her new Gucci backpack and wallet. She has a Chanel bag in the background too.



Also Gucci sneakers:

 

[Cloudburst2000]

My friend's 16-year-old daughter asked for a Gucci bag also. My friend did not tell her daughter 'no', but she did tell her daughter that if she wanted that bag then she needed to save her money for it....allowances, birthday money, etc. Her daughter is also planning on getting a part-time summer job, she wants the bag so much.

 

[Gabs007]

My friend's 16-year-old daughter asked for a Gucci bag also. My friend did not tell her daughter 'no', but she did tell her daughter that if she wanted that bag then she needed to save her money for it....allowances, birthday money, etc. Her daughter is also planning on getting a part-time summer job, she wants the bag so much.

Pretty fabulous way to make teenagers appreciate luxury goods...

 

[Cloudburst2000]

Pretty fabulous way to make teenagers appreciate luxury goods...

Well, the girl in question is already a highly responsible girl. She is already on her way to becoming valedictorian and has been early-accepted into several great private colleges. She is one smart cookie and studies her rear off. She has been telling us since she was a kid that she will be a pediatrician with a specialty in childhood cancer. Her best friend died of leukemia at age six and that seemed to set her on her life course.

 

[ChanelCanuck]

How about this little girl showing off her new Gucci backpack and wallet. She has a Chanel bag in the background too.



Also Gucci sneakers:

She's, like, 11. Oh my god.

 

[papertiger]

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?

ITA, it's awful and yes I do feel the brands are targeting girls and boys younger and younger. It does the brands no favours and it's all led by trying to please shareholders. Nothing to do with sustainable fashion either environmentally or economically. Companies should think about longterm goals not just about this year's sales figures.

I was interested in fashion from a very young age and I did ask for things like Trussardi key chains and Loewe belts and was bought some very nice small Italian brand bags as gifts, but I didn't buy myself or even think about designer goods till I was in my late-teens/early twenties.