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Men and women know their priorities when it comes to shopping. A new survey by Look-Look, a Hollywood, Calif. market research firm, asked both sexes between the ages of 14 and 24 about the products they plan to buy. Teens and young women showed great interest in electronics such as digital cameras and compact discs, while musical instruments such as guitars were of primary interest to male respondents, registering 82.6 percent. Men also want games, 83.3 percent, and sports equipment like skateboards and snowboards, 83.3 percent. The sexes were evenly split on consumer software. Women led the traditional fashion-oriented categories such as accessories, clothing, shoes and jewelry by a wide margin, 95.7 percent. Only 4.3 percent of the male sample said they would upgrade their wardrobes. Where’s Carson Kressley when you need him?

This story first appeared in the January 29, 2004 issue of WWD. Subscribe Today.

1) ACCESSORIES INCLUDING BELTS, HATS AND HANDBAGS
100 percent women
0 percent men

Teens and young women covet styles from Louis Vuitton, Christian Dior and Coach. In its second quarter ended Dec. 27, Coach’s profits surged 52.9 percent to $95.4 million. The company said its Soho collection, especially the Soho Duffle, was a smash hit for holiday.

2) CLOTHING AND SHOES
95.7 percent women
4.3. percent men

The age group that spends disproportionately on apparel and shoes plans to do some shopping. If Christmas is any indication, stores popular with teens and young women will see some action. Pacific Sunwear of California, Aeropostale and Hot Topic reported comps rose 11.9 percent, 5.7 percent and 10.1 percent, respectively, in December. Guess gained 13.1 percent, Claire’s Stores, 6 percent, Limited Brands 6 percent and Ann Taylor, where young women buy their first business suit, 28.8 percent.

3) CONCERT TICKETS
85.7 percent women
14.3 percent men

Ticket prices for an average tour have doubled in the last 10 years, but while concertgoers gripe about the price increases, they haven’t stopped buying. With some acts going for $100 or more, it’s tough to make live music a regular habit. Ironically, most concert tickets are bought by Baby Boomers eager to see Simon & Garfunkel, Fleetwood Mac, Aerosmith and other nostalgic acts perform.

4) JEWELRY AND WATCHES
83.3 percent women
16.7 percent men

For those who need a Garanimals approach to accessorizing with jewelry, magazines such as In Style offer examples of what the celebrities are wearing and where it can be bought. HBO’s “Sex and the City” has also sparked some jewelry trends such as brooches — but not the way granny wore them. Young adults and teens have latched on to trends such as charm bracelets and chandelier earrings.

5) DIGITAL CAMERAS
82.6 percent women
17.4 percent men

Young people view conventional cameras the way they view snail mail — obsolete. According to the Consumer Electronics Association and InfoTrends Research Group, almost 120 billion digital pictures were taken in the U.S. last year. Tech-savvy teens significantly contributed to that number using digital cameras, of course. Now Philips has unveiled a camera so small it can fit on a key ring.

6) APARTMENTS
79.2 percent women
20.8 percent men

For the scores of wide-eyed graduates flooding into New York City and other major cities every year, finding an affordable apartment is about as easy as landing an entry-level job at the Trump Organization (watch the “Apprentice” on NBC if you don’t know what we mean). In Manhattan, a salary of 42 to 52 times the monthly rent is recommended to comfortably afford an apartment. Most entry-level salaries don’t come close, so people double and triple up.

7) TRAVEL
78.4 percent women
21.6 percent men

Young people today want to see the world from the comfort of their hotel rooms rather than from a youth hostel or dusty mountain trail while backpacking through Europe on $3 a day. Even spring break has gone luxe for many college kids who choose Cancún over Daytona Beach and Fort Lauderdale for the annual rite of passage. Ski vacations are also popular with young adults, who learned to schuss as children.

8) COMPACT DISCS
78.3 percent
21.7 percent men

First CDs made vinyl albums obsolete. Now technology has done it again. Downloading music from the Internet, the bane of the music industry, is here to stay, with iPod sales chugging right along. While CD sales were off 10 percent last year, the fourth quarter looked brighter with new albums from Jay-Z, Kid Rock and Pink.

9) FURNITURE
71.4 percent women
28.6 percent men

Teens and young adults have often found themselves in home decoration hell, caught in a quandary between the childish and cartoonish offerings for their younger siblings and the minimalism or fluffy chintz of their parents. In the past few years, retailers such as Pottery Barn have offered teen furniture and bedding with tie-dye comforters and locker-style dressers. Ethan Allen has a line for kids, while Ikea offers plenty of furniture suitable for dorm rooms or first apartments.

10) CARS
67 percent women
33 percent men

The automobile industry has been making overtures toward Generation Y drivers, who now purchase about 6 percent of all new cars or about one million vehicles a year, according to American Demographics. By 2010, 63 million Gen Yers will have driver’s licenses. Young drivers look for certain qualities in a car such as style, speed and versatility — fold-down rear seats for carrying furniture and sports equipment, and ample racks for skis.

SOURCE: LOOK-LOOK, HOLLYWOOD, CALIF.