NEW YORK — While today’s teens and tweens typically get more excited by techno-toys like iPods and Web cams than fashion, there’s still some serious youth business for apparel marketers to capture.
Tina Wells, chief executive officer of Erial, N.J.-based agency Buzz Marketing, projected the country’s 28.2 million teens will appropriate about 35 percent, or $61 billion, of their anticipated $173 billion in direct spending to apparel this year. And she estimates 28.4 million tweens, ages 8 to 12, will fork over approximately 10 percent, or $1 billion, of their $10 billion in personal funds for fashion.
Steve Aoki held a presentation, a runway show and outdoor concert for his men's line Dim Mak. Here's a look from his spring 2018 collection, which was titled "Paradise Found." #wwdfashion #wwdmens (📷: George Chinsee)
"It's really hard sometimes. I think I have a reputation for being really tough and aggressive and pushy but I really am a very shy person who wants to be liked, and that's the conflict constantly. There's something that takes hold - I want people to like me, I don't want to be mean - but if I see something that just cries out to be answered, I go for it," says renowned NBC News correspondent Andrea Mitchell. (📷: @axeldupeux)