Nike, Sony and French Connection are among the most coveted brands
for 15- to 24-year-olds, while Tommy Hilfiger, Lee jeans and lads’ mag,
Loaded are in danger of slipping into ’brand hell’, according to
research by UK youth market research group, Roar.
The research suggests that French Connection’s high-profile FCUK ads
boosted its appeal among young style leaders. But while the clothing
brand has improved its ratings, brands such as Adidas and Ted Baker have
slipped down into what the survey calls ’brand limbo’.
The findings are the result of a qualitative study of 50 young people,
examining issues relating to brands and products. The Roar panel is made
up of six members from BMP OMD, Carlton Screen Advertising, Emap
Consumer Magazines, Guardian Newspapers and Kiss100 FM.
Sunny Delight, Garnier Fructose and pay-as-you-go mobile phones were
cited as the best new products. Last year’s favourites were Teletubbies,
CKbe and Nintendo 64.
_1.jpg)
.jpg)