Want to keep on top of what's hip, hot, and happening with today's youth? Then blast off with the leaders of Sputnik, the savvy market research firm that tracks the coolest social, economic, and political trends emerging from America's alternative youth culture, and forecasts how they will impact tomorrow's products, fashions, and lifestyles. For business professionals who don't want to be left behind the times, Street Trends is the ticket to anticipating new consumer movements before they burst into the mainstream.
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Book Description
Editorial Reviews
Amazon.com Review
Few age groups are more prized by the corporate world--and more difficult to reach--than the teens and twentysomethings who make up the free-spending, free-minded youth market. Street Trends: How Today's Alternative Youth Cultures Are Creating Tomorrow's Mainstream Markets offers an informed view of the members of this transitory cohort, and in so doing helps businesspeople better understand this independent audience. Authors Janine Lopiano-Misdom and Joanne De Luca, cofounders of a group that monitors these cutting-edge "tribes," provide an illuminating and perceptive look behind the thinking that often shapes widespread trends.
--This text refers to an out of print or unavailable edition of this title.
Review
"Street Trends is necessary investment for any company that takes the selling of its product seriously." -- --Stacy Spikes, director of marketing, October Films
"A good window into the mind-set of today's youth and what they will be doing tomorrow." -- Paul Fireman, CEO, Reebok International
"Even more admirable than their prescient ability to decipher the notions of today's (and tomorrow's) young adults is their rare ability to translate these subtle cues into valuable marketing truths. Capturing these insights into a cohesive business strategy is critical to success for every company in the next decade, the next century." -- John Rollins, group publisher, Vibe and Spin magazines
"Required reading for businesses marketing to today's complex young consumer...Shows marketers not just what the trends actually are, but how to understand them. A true educational source on youth culture." -- vice president of marketing and development, Burlington Industries
"A good window into the mind-set of today's youth and what they will be doing tomorrow." -- Paul Fireman, CEO, Reebok International
"Even more admirable than their prescient ability to decipher the notions of today's (and tomorrow's) young adults is their rare ability to translate these subtle cues into valuable marketing truths. Capturing these insights into a cohesive business strategy is critical to success for every company in the next decade, the next century." -- John Rollins, group publisher, Vibe and Spin magazines
"Required reading for businesses marketing to today's complex young consumer...Shows marketers not just what the trends actually are, but how to understand them. A true educational source on youth culture." -- vice president of marketing and development, Burlington Industries
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful:
3.0 out of 5 stars
Little outdated, mixed feelings,
By
This review is from: Street Trends: How Today's Alternative Youth Cultures Are Creating Tomorrow's Mainstream (Paperback)
2.5 stars
First, I will agree with the previous reviewer - this book was self-aggrandizement on the part of the authors. This affected the content of the book in several ways. The book did read, in parts, like a "pitch" for their services. Also, I am always a bit distrustful of authors who admit they are holding back information, in an attempt to sell you more at a higher rate, at a later date. This, incidentally, made the book a bit "thin". It also upset me just a bit that the Gen-X authors would sell out their generation to huge corporations (it was obvious to me that they were trying to land a big client - not just share their observations about young people). And yes, it was a bit generalized. It seems that they wanted a book simply to justify their careers, without caring much about the quality or content of that book. Also, please realize this book is a bit outdated. Some of the information is still valid & insightful, but the majority of it is particular to the late 90's. A final observation is that the false categories of X'ers, which is purely the construct of the authors (the "Hip-Hop", the "Intellectuals", etc) were a bit naive, a bit redundant, and somewhat funny actually to a person trained in sociological method. Much better book about Gen X'ers -- which are not likely to go out of date for a very long time -- are Generation Debt, Branded: The Buying and Selling of Teenagers, and Culture Jam: The Uncooling of America
7 of 10 people found the following review helpful:
1.0 out of 5 stars
self-promotion based on wild generalizations,
By A Customer
This review is from: Street Trends: How Today's Alternate Youth Cultures Are Creating Tomorrow's Mainstream (Hardcover)
Pretty clever idea: get thousands of people to pay to read your corporate brochure. The authors blatantly pitch their company's services throughout. That's embarrassing. But many of their insights are based on unfounded generalizations -- that today's youth are responsible for the rise in microbrewed beer, or that all future music will contain electronic components. The result: we can't take these so-called researchers seriously. There may be valuable insights in this book, but what can you believe?
4 of 6 people found the following review helpful:
5.0 out of 5 stars
Postive for International Youth Marketeers,
By Kim Thipe, Urban Underground (Johannesburg South Africa) - See all my reviews
This review is from: Street Trends: How Today's Alternate Youth Cultures Are Creating Tomorrow's Mainstream (Hardcover)
Street Trends is an effective book for all marketeers wanting to know what is in the mindsets of the youth market. Its assessment of the market also translates well into some of the trends that hit international markets.
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