THE NEW BRAND OF TEEN
Brandon Singleton was 8 when he first saw the movie Clueless, and it changed his life.
He was entranced by the paradise of teenage consumption that the 1995 film portrayed www.dolabuy.su , a Hollywood 1:1 replica handbags world of valet high quality designer replica handbags wholesale parking and designer duds. So when he entered high school four years cheap louis vuitton bags from china ago, he was replica designer handbags determined to make it his reality.
Now 17, he wears Armani sunglasses inside his replica louis vuitton handbags mother’s modest town house on a recent afternoon as he rattles off a list of his favorite designer brands: Dolce Gabbana, Coach and “a little Burberry here and there.” His first luxury purchase was a pair of shiny black Gucci pants high quality replica handbags china that he bought freshman year for $450 all the money he had received for his 14th birthday.
“I’m trying to do it big,” he explains.
Teenagers have long been lured by designer labels, but for some, flings with high priced fashion have become more like obsessions in the past few years. Walk down the hallways of high schools across the country, and you’ll find girls toting Louis Vuitton purses to class and car keys dangling from Burberry chains.
Unlike the flannel clad generation before them, today’s teenagers are indulging more than ever in luxury goods once marketed to adults and paying grown up prices for them.
“People are always telling me that I walk through the hallways like it’s a fashion show,” Brandon says. “I tell them: ‘Boo replica louis vuitton , it’s my fashion show. clothing purchases. But among teen purchases, the figure doubles to 14 percent, says Marshal Cohen, chief analyst with the marketing research company NPD Fashionworld. Marketing experts say those numbers reflect the increasingly sophisticated tastes of American teenagers, who spent $191 billion last year: They don’t drink just coffee. They drink grande skim vanilla lattes cheap replica handbags with extra foam.
The marketers have been quick to catch on. Some of the latest ads for designer Marc Jacobs feature youthful, freckled faces. Versace enlisted pop singer Christina Aguilera to showcase its couture. Dooney Burke, which makes handbags, has signed teen singer actress Lindsay Lohan as the face of the brand and is giving away her CDs at its flagship stores.
Gloria Baume, fashion market director for Teen Vogue, says girls often tell her, “I am going to put all my baby sitting money away until I can afford the Louis Vuitton pouch.”
Several high end designers fake louis bag even have introduced lines for children and babies in recent years. By targeting youth, marketers hope to develop brand loyalty that will last through adulthood.
Financing such a lifestyle takes a toll. A 2002 survey by the National Consumers League reported that most teenagers plan to get their first credit card during college, though more than half might not understand exactly how the card works.
The college years seem far away for Lily Kunin, 16 high quality designer replica handbags wholesale , and several of her friends who, on a recent evening, are discussing their obsessions over a plate of warm brownies: Uggs and jeans by Seven for All Mankind, as well as Longchamps’s Le Pliage shoulder bags, which have replaced backpacks among the fashion savvy.
Lily, an admitted clotheshorse, says she has six pairs of Sevens jeans, which are about $150 each. She also has a pair of this year’s coveted “classic short” lilac Ugg boots, which she bought late this summer. They are back ordered on the company’s Web site for $110 and next to impossible to find in stores.
She describes her style as relatively replica louis vuitton handbags casual. To school, she often wears a Juicy Couture track jacket or pants she has them in four colors. The pants start at about $75, and the jackets at about $90.
Lily and her friends say they use money from part time or summer jobs to pay for their purchases or turn to the Bank of Their Parents.
Elizabeth Barnett, a 16 year old junior, says her parents usually don’t object to paying for high priced clothes, such as designer jeans or polo shirts. And she talked her mother into buying her a blue suede Coach tote bag to use in place of her backpack by replica louis vuitton promising to let her mother borrow it every now and then. But trendy extras such as her pink Von Dutch trucker hat come out of her own pocket.
The costs add up. Elizabeth’s allowance is about $30 a week, two thirds of which she is supposed to spend on food. But if she lunches at home, she saves a few dollars for shopping.
Brandon Singleton’s dream is to move to Los Angeles and replica louis vuitton bags from china become a model, or maybe an actor. That means he will need money to buy a car, rent an apartment, live on his own. He hasn’t saved anything yet. How can he when Coach is selling umbrellas bearing its signature logo that match his Coach sneakers and wallet?
But there are limits to teenage spending.
Cohen, the marketing analyst, says the teen market already has begun to fragment, with such products as iPods and camera phones competing for teenagers’ dollars. And though Elizabeth says she is passionate about fashion, she has to draw the line somewhere.