Why Teenagers Might Hate Your Brand

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Publicity stunt or not, in offering to pay the stars of “Jersey Shore” not to wear its clothing, Abercrombie & Fitch explained that an affiliation with the MTV reality show could prove damaging to its “aspirational brand.”

As it turns out, the image Abercrombie & Fitch projects on its own is already counter to what the current generation of young customers desires from a brand.

Thanks to the rise of social media, today’s youth customers know their images are always on display.  They know their choices as individuals and as consumers are more visible to the public and thus more subject to judgment from peers.

According to Mr. Youth’s “Class of 2015” study, which surveyed more than 5000 incoming college freshmen across the US, this means they are looking to forge relationships with those businesses that “help them express their personal brands.”

“Never before has it been so important to celebrate the individual,” explains the report.  “In every way that prior generations have been reckless with their digital identities, this generation is highly conscious of what they are projecting. Your brand must recognize this new role, as helping to enhance the identity of the individual.”

For youth-conscious companies, the mindset of the class of 2015 presents a huge customer advocacy opportunity.  Young customers look for brands that “get” them, and if they find such a philosophical alignment with a business, they will tout it.  More than 90% will publicly check-in at an establishment using Facebook or Foursquare, and more than 43% have given a “like” to twenty or more brands.

But what does it take to establish a brand as a complement to youth identity?

Defining today’s youth customer

Today’s teen customers are less interested in the “’badge value’ of a premium brand and more [interested in] the originality and authenticity of the brand story.”  They look for brands that align with their values, promote aspiration, refrain from stereotypes and adhere to a transparent marketing strategy.

Though youth-skewing and still on the receiving end of vast teen loyalty, neither Abercrombie nor MTV, the subjects of last week’s controversy, fits into the Class of 2015’s definition of a youth-friendly brand.

Completely independent of the “Jersey Shore” story (and thus quite coincidental), Mr. Youth CEO Matt Britton identified the two as out of touch with today’s youth customer in a piece with Forbes.

Widely-viewed by teens—“Jersey Shore,” after all, is a massive hit with younger demographics—MTV nonetheless fails to capture their respect.  Britton explains, “The teens in Mr. Youth’s focus groups felt that MTV over-simplified their generation, not conveying their personal or aspirational views.

“Success defined as money or fame, which MTV is best known for, is not seen as relevant.”

“Jersey Shore,” which never really rewards its cast members for morally-righteous behavior and instead places immense value on looks and the ability to bed as many people as possible, fits Britton’s profile with precision.

The Class of 2015 might watch MTV, but it doesn’t necessarily want to live MTV.

Abercrombie & Fitch, meanwhile, is known for a “homogenized, brand-centric design” that “no longer appeals to today’s teens who value extreme diversity, self-expression and understated product branding.”   Britton argues that today’s teens are looking to enhance their own brand with products, whereas companies like Abercrombie and Ed Hardy “impose their own philosophy on the consumer who wears them.”

Brands that “get it,” meanwhile, are those that promote personalization (like Nike with its Nike ID shoe creation tool), those that promote innovation (Apple and its tendency to always have something better on the horizon) and those that promote connection (Xbox Live, Blackberry, Android/iPhone).

Winning over the class of 2015

A trend towards individual expression, coupled with a trend away from premium branding, undoubtedly complicates the concept of youth marketing.  Brands resting on their laurels, no matter how successful with previous generations, are no longer “cool.”

But it is not enough just to act on a renewed youth strategy—the effort has to be sincere.  Knowing so many teens can be located on Facebook, many businesses might want to succumb to the idea of blind social media hype, to the idea that simply having a great social presence will translate to business.

In reality, youth customers are more restrictive and selective than some social media enthusiasts would have businesses believe.  73% of those surveyed still believe friendship requires a real-life “hang out.”  And while most users are confident sharing photos, their sexual orientation and their relationship status, they are still very controlled when it comes to sharing their locations and product purchases.

Even with the increased visibility caused by social networks, social advocacy, therefore, still does not grow on trees.  Youth customers know how strongly their own personalities will be judged by their purchasing, and they consequently have more reason to be seek a philosophical alignment with the brands they advocate.

But if you can remove your product from the world of marketing hype, flash and elitism and instead highlight its quality, respect for future innovation, denial of stereotypes and emphasis on socializing and making connections, you can win the respect of an audience whose sign-off truly counts.

When a member of the class of 2015 sees his friend Jim wearing a T-shirt in a Facebook picture, it will not be because that T-shirt brand is generically cool.  Instead, it will be because Jim thinks it is cool.

Which do you think is more useful when trying to sell to Jim’s friends?

Contributor:   Brian Cantor

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