THE youthful shopper is known for his obsession with the latest and coolest.
He is incredibly style conscious and often rushes ahead of trends before they become fashionable.
Ms Nicole Lee, 23, a marketing assistant, says: “Many of my friends and I have started working full-time only in the last one or two years, so we do not have a lot to spend. So, while we can afford to splurge on a designer treat occasionally, most of the time we watch our budgets closely.
“The fashion brands we buy regularly, therefore, must be value-for-money. It’s a bonus if the item is fashionable and is of good workmanship.”
Style odyssey
A check with the brands that are popular among younger shoppers show that it is important to position the label and product so that remains accessible to their target audience.
It helps that a brand like G-Star Raw offers international style appeal. It has two outlets in Singapore — a concept shop at Isetan Orchard in Wisma Atria and G-Star Mono boutique at Paragon.
Famous for its unwashed and untreated denim, the Dutch brand has a strong following among students in Europe and Asia. In Singapore, about 20 per cent of its customers are youths, says Ms Cassidy Chan, a marketing and communications executive at Sidefame (Singapore), which launched the label in 2003.
The most popular fits include the Elwood Heritage Embro Narrow (prices range from $299 to $655).
Diversity and exclusivity
Over at Topshop and Topman, youths can often be spotted rifling through the racks for the latest fashion trends from the British-based retailer.
Topshop and Topman have seven outlets each in shopping malls such as Marina Square, Parkway Parade and VivoCity.
Both brands carry several collections. Topshop stocks Topshop Design, Boutique, Unique and Kate Moss collections, in addition to the main line.
Thirty per cent of its loyalty scheme, Fashion Fast Forward, comprise students, says Ms Daphne Huang from Wing Tai Holdings Limited Singapore, the company which distributes the brands here.
A journey of discovery
Another brand, Fossil Singapore, believes in keeping its younger customers excited. Established in 1998, Fossil is best known for watches,jewellery and for both men and women.
The brand, which has two outlets in The Heeren and Suntec City Mall, will also be available at the upcoming ION Orchard, 313@ Somerset and Marina Bay Sands.
Ms Janet Soh from Fossil Singapore says their products have “clean lines, soft shapes and natural materials to appeal to many young consumers who appreciate simplicity, casual construction and authenticity”.
Moving ahead
The lightning-quick sensitivities of the youth market to trends means that many retailers have to be a step ahead. At NewUrbanMale.com, its array of 35 international brands are consistently updated and added, says Mr Shenzi Chua, the store’s founder and director of the store, which has 16 outlets in shopping malls such as VivoCity and Novena Square.
Mr Chua attributes the store’s popularity among youth shoppers to its unique product mix.
“We bring in great quality items which shoppers are confident in. The range is colourful and funky too, so even though many of our customers are the young, we also have many who are in their 30s and 40s,” he says.
This article was first published in The Straits Times.
