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4 | <strong>InPrint</strong> 23 | The Big Search The Big Search Being young is a full-time job. What is “hip” today might be well and truly annoying by tomorrow. A mirror of these huge upheavals is the young person’s own bedroom. And even if young people don’t have a lot of money of their own, brand awareness is keener between the ages of 12 and 18 than it is in any other phase of a person’s life. The cuddly bear on the bed. A poster of Timberland on the wall. The model railway on the floor. A gallery of alcopop bottles on the shelf. Adolescence: the most exciting and most difficult time in your life. New realms of experience are unlocked. The search for a new, grownup personality begins. You want to go forward but, all too often, you’re not quite yourself. Your parents don’t understand anything – and that’s a good thing! The body is changing. Your preferences too. The older the young person, the more important friends, cafes and cinemas become, while your interest in family, sports and toys declines at the same speed. The favorite pastimes of teens can be listed quickly: “just talking, chatting” is preferred by 75 percent, followed by “going shopping” (59 percent) and “hanging out outside” (51 percent)*. Recognition within the group contradicts the desire for an individual identity. No Admittance! Nothing expresses the changing interests of this period better than your own room. The more puberty advances, the more important this private space becomes, as a study about youth living carried out by the Münster University of Applied Sciences commissioned by Interprint confirms. Quote from an interviewed 15-year old girl: “My room is more an area where I am alone. Not every Tom, Dick and Harry should gain access.” Only your closest friends have free access to where you’re most important pieces of furniture, sofa, bed (for chilling) and desk (for the computer) are. Those who still have their old children’s furniture find it really embarrassing when someone visits. The long-term loyalty: Furniture brands are discovered early on It has been proven: somewhere around the age of 12, brand awareness begins to form. It increases very sharply until the age of 17 before slowing down, until it is fixed at about the age of 22. When the door to your first apartment opens, a person already has a “brand career” spanning several years behind them. More than two thirds of consumers have already found their favorite brands by the age of 17. And this which manifests as a preference during this period is often more long-lasting than first love. For young people, brands play a central role as they provide a focus to overcome everyday life, aid acceptance and integration into groups of friends and stabilize self-awareness. This also applies for furniture brands. Even when you don’t have much money of your own, teenagers are already looking around attentively to find what furniture appeals to them and have great influence over their parents. Furniture and accessories appeal to the requirement for lifestyle, design and brand strength – factors, which generally score points among young people. As well as other popular brands, furniture brands help you to discover your personal preferences. They form the style and are the foundations for what you might like or reject in your own four walls as an adult. * According to the “Trend barometer 2007” in German youth magazine Bravo
TypE 1 | <strong>InPrint</strong> 23 | 5 Type 1: Anna-Lena, 15, Student Photo: Hülsta Creative answers to rapidly changing trends: the “mobiline trend” range by furniture manufacturer Röhr-Bush can change its appearance every day by putting inserts in glass panes or using furniture and wall tattoos. Photo: Hülsta “I want to be able to change my furniture.” Anna-Lena lives with her brother and her single mother. Her room is primarily a retreat (“cocooning”) and a place to chill out and chat with her friends. Her idea: flexible, changeable furniture, like a sofa bed, adjustable table and shelves. Design lines with round, soft forms, pastel colours and combinable patterns appeal to her. She would like the chance to virtually create her room and furniture. Address through Lifestyle and Design For the high school student, furniture is interesting when it is presented in connection with her peers and conveys an atmosphere of friendship and fun. She likes to read youth magazines and loves programmes like “Deutschland sucht den Superstar” and “Schloss Einstein”, which is a fictional programme about boarding school. In this environment, advertising for the target group of very young girls gains the largest publicity. On the net, it is the sites of “My Space” and “schülerVz” that Anna-Lena likes to visit the most. Likes: riding, boys, cinema, going out Doesn’t like: little brother, coaching, cauliflower Media: DSDS, Germany’s Next Topmodel, VIVA Newspapers and web: Sugar, Bravo Girl, ICQ, MySpace
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InPrint - interprint

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