Marketing Kids getting older younger Introduction Technology and innovation have made it easy for not only adults but also kids to see all kinds of promotional messages especially through media platforms like the internet. Most children in the past did not have access to such platforms (Jayne). For this reason, children in the contemporary world have been found to portray completely different characteristics as compared to in the past. Girls have notably changed in relation to their clothing designs. This assignment seeks to highlight the relationship between kids getting older younger and marketers of different products.
Also included in this paper is an example of a company that is currently countering this trend by providing age-appropriate products for children. Discussion The most significant group for marketers and retailers in generation Y are people aged between 8 and 26. They are highly valued by marketers and retailers across the globe because of their significantly high spending power. Additionally, the influence they possess over the kinds of stuff their parents buy makes them integral in the world of marketing. The most volatile and vulnerable persons in this group are young girls aged between 8 and 12 years.
Aside from being identified as the most enthusiastic about movies, music and cell phone choices, girls aged between 8 and 12 get more attention from fashion, makeup, and skincare businesses. As a matter of fact, research conducted by the NPD Group revealed that this group of young girls spent an overwhelming $11.5 billion on apparels (Jayne). Marketers bear a bigger percentage of the blame on the factors that promote kids getting older younger. A recent research conducted by Paul Kurnit revealed that television viewing and computer usage topped the list of the things that influence children to get older younger.
Other factors included brand awareness, product recognition and influence by family dynamics. One ought to note the close relationship between marketers and these factors that promote kids getting older younger (Jayne). Marketers play a pivotal role in all instances where young girls use products meant for older girls. A good example of such marketers is the Lucky Jeans that merely offer their vintage-inspired clothes and adult jeans in smaller sizes thereby choosing to treat young girls like older girls.
Another significant influence in this phenomenon is the power young girls have on parent’s purchasing decisions. Paul’s research also revealed that moms are most vulnerable amongst parents when it comes to young girls influencing their purchase decisions (Paul). Despite most companies, both in the fashion and food services and production industries, Pepperidge Farm has gone against all odds and countered the trend of kids getting older younger. The farm is a bakery based in the United States of America. It specializes in the production of Nantucket cookies, Milanos, Goldfish crackers and a variety of breads (Paul).
Pepperidge Farm tries to produce age-appropriate products for kids especially by minding sugar levels of cookies made for children. Goldfish crackers are the best example of age-appropriate products produced by this firm. Conclusion Kids getting older younger, also known as KGOY, is a mush hyped trend by most marketers and retailers across the globe. These marketers exploit kids aged between 8 and 12 not only because of their spending poser but also their influence in the purchasing decisions of their parents.
Young girls are said to be the most vulnerable in this phenomenon as compared to young boys because of their enthusiasm with fashion. Works Cited Jayne, O'Donnell. “As kids get savvy, marketers move down the age scale. " US Today. 2007. Retrieved on 07th October, 2014 from < http: //usatoday30.usatoday. com/money/advertising/2007-04- 11-tween-usat_n. htm> Paul, Kurnit. "Kids getting older younger. " Advertising Educational Foundation. 1999. Retrieved on 07th October, 2014 from < http: //www. aef. com/on_campus/classroom/speaker_pres/data/35>