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.
That $62 billion in anticipated apparel spending excludes the influence those youths will exert on their parents to purchase various things, one that marketing observers have noted is far greater than that of prior generations of teens. For instance, Wells estimates tweens will affect $74 billion of their parents’ spending this year. Tweens themselves spend an average of $8.87 weekly, or $35.48 a month, a figure that rises to $12.58 for the 12-to-14-year-old set, Wells reported. Teens, by comparison, spend an average of $87 a week, or $348 a month.
Girls account for 49 percent, or 25.7 million, of America’s 52.4 million teens and tweens, who represent two-thirds of the Millennial generation, youths and young adults ages 8-25.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast