If there is one nearly common denominator among teens around the world, it may be the desire to impress peers and potential romantic partners. A variety of enticing adornments assist in the process, including choices regarding hair style, cosmetics, jewelry, and clothing. In many cultures, designer jeans allow younger consumers to look sleek and sassy.

In the United States, top name designer jeans include Citizens of Humanity, Rockstar, Bluelab, Superfine, Dylan George, Stitch’s, Current/Elliot, Red Engine, Rich and Skinny, Chip & Pepper, Mavi, Monarchy, HA-67, and Diesel. These companies compete with more established Lee and Levi jeans. In Brazil, Butt Lift products have gained an edge in the marketplace, competing with Moleton and Blue Monster. French products include 2Leep and German companies sell Trewano.

The market for jeans remains lucrative. Teens with disposable income may spend a great deal of time and effort choosing the brand they will wear. Influences include the price and fit, but also social and peer pressure, jeans worn by celebrities, and parental limitations. Social media allows them to consider a variety of brands, discussing the options with friends while seeking to discover the most popular new hot item.

Each year, jean styles change. The elements in jeans may move from looking old and torn, to those stitched with special designs, and then to multi-fabric entries. Length can be Capri, full, straight-legged, or flared. Pockets may be small or large. They may be closed using zippers or buttons. Trend-setters dictate the new fads and fashions.

To complicate matters further, jeans may be worn for style or for work. Besides teenagers, young children and older adults also buy these items. Some marketers, such as Levi and Lee try to develop brands and lines with staying-power. Others focus solely on one segment, such as young women or work jeans for older men.

You have just been placed in charge of the advertising program for a jean company. It can be one of the firms mentioned in this case or one of your own. Select the type of jean you will try to sell and then complete the following creative brief.

Product:	Designer blue jeans for ….
Objective:
Target Audience:
Background Information:
Message Theme:
Constraints:

 

Teens are an attractive market for brands of jeans.

1. What companies provide the primary competition for your jeans? 

2. Which media will you select for the next campaign, given the information provided in the creative brief?

3. How do you plan to deliver the message theme in the advertising campaign?

4. Describe your advertising program in detail.

5. What tagline will you choose for your advertisements?

▴ Teens are an attractive market for brands of jeans.