If you were looking for one of the top ten least rewarding activities then shopping for young adults and late teenagers has to be close to the top of the list. Shopping for young children is relatively easy as you are in control of what gets bought and at least for a few years, what gets worn. Once children develop a mind of their own that is when things start to get tricky.
There have been a number of things I’ve bought for my brother over the years which have been met with “have you got the receipt?” so one thing I know for sure is young adults and teenagers, especially boys, don’t shop in Marks and Spencer. However with the internet they are now turning to price comparison sites to find their deals. I have also in the past found one or two acceptable brands only to pick an item with a visible logo, absolutely unacceptable apparently. Yet I see teenagers walking around emblazoned with logos but obviously not the ones I had chosen. Brands seem to be closely related to various ‘cool’ groups and cross over is limited – you don’t see kids with skateboards wearing Uggs and the public school look appears to be reliant on Jack Wills and Abercrombie and Fitch.
Sportswear isn’t the done thing if you are a goth or emo however whichever the brands and trends are of the moment one thing is abundantly clear and that is that this group of consumers are incredibly powerful and fickle. What’s cool one season may well not be in a matter of months. The items which have been coveted for months are destined for the bin or the charity shop once the moment passes.
One of the surprising things to me is the age of those wearing premium brands although as a teenager and young adult I suppose your spending power is at it’s peak – usually no mortgage and kids to pay for. I would find it difficult to justify spending £180 on a pair of boots however I think I might be in the minority but as with other premium / exclusive brands Uggs have acquired many look alikes. There is nothing wrong with stores releasing their own version of a sheepskin boot which is merely like an Ugg however there are also a number of knock off versions which pretend to be the real thing. When you are considering spending a considerable amount of money on an item, do make sure it is genuine!