Resources Library by ANA

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici

Company: Head Research Inc.

October 22, 1997

Strategic use of trends in the youth market

The paper looks at the importance of a strategic approach to understanding markets, and the constant relevance of youth culture as an indicator of the long term development and impact of trends, not just for themselves now, but for their coming...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: David Cox

October 22, 1997

How to advertise effectively to children and youth?

The youth market is a complex market with many divisions, many apparent contradictions and many ambiguities. It is also a rapidly changing market but high-tech state of the art products coexist alongside very traditional products. A parallel can be...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Glen Smith

October 22, 1997

Human life cycle

This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Umesh Kothari

October 22, 1997

Complacency kills

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi’s ® brand. From the start point of qualitative research, it examines the importance of...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Kirsty Fuller, Flemming From Thygesen

Companies: Flamingo, Levi Strauss & Co.

October 22, 1997

European children talk about animated cartoons

This joint research project was conducted by Millward Brown in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12 years, all of whom watch television every day....

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Andrea Bielli, Licia Brembati, Daniela Piccone

Company: KANTAR TNS Malaysia

October 22, 1997

Media reality of kids

This paper discusses findings of the most extensive research on the media usage of kids aged from 8 to 15 years ever carried out in Germany. To provide as complete a picture as possible, media usage habits were studied in a 1600 case representative...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Brigitte Melzer-Lena, Olaf Hansen, Christoph Blum, Axel Dammler

Company: iconkids & youth international research GmbH

October 22, 1997

Learning brands

The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase. What children are exposed to in the marketplace as they grow and learn may play an important...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Robert G. Wyckham, Colleen Collins-Dodd

October 22, 1997

Leveraging the aptitude and ability of eight year-old adults

This paper identifies and explores ten trends or market dynamics which have been observed in the children’s market today, and discusses how knowledge of these trends can be leveraged to ensure effective and insightful children’s research in...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Michelle Kuhn, Wayne Eischen

October 22, 1997