PPR companies are tuning in to the younger generation
Born with a mouse in their hand and headphones in their ears, they never leave the house without the latest fashion accessory. Their purchasing power may be minimal, but their taste for shopping is infinite. Today’s children know exactly what they want and how to get it. For the companies within the Group, they represent new and essential decision makers.
Parents are becoming increasingly generous over the years. According to “Points de vente” magazine, they are now spending ten times more than fifteen years ago to satisfy the desires of their offspring. But make no mistake about it: parents may well be reaching for their wallets, but they no longer influence what goes on in the departments. From the age of eight, children become consumers in their own right, every bit as demanding as their elders, creating a rather unusual market: the decision makers do not control the purse strings.
Fnac is banking on its youth range
This consumption trend has encouraged Fnac to conduct a detailed review of its range.Software departments, for example, have revamped the way they sell video games, presenting them in pleasant “gaming” areas, designed to appeal to both children and parentsas a place to share the pleasure of the game and exchange opinions.The generations are starting to talk again, adults are reassured by the content of the products and children appreciate growing up in a world where they know all the rules.
Tested and approved by parents
At Fnac éveil&jeux, this community positioning has been transposed to products aimed at very young children. The company has introduced a “tested and passed by pilot parents” label, joining forces with volunteer parents to select games that promote development and help to strengthen the parent/child relationship. Play becomes a family affair.
Our talented children
In the area of decoration and furnishings, children again play a prominent role as decision makers. For example, Vertbaudet, Redcat’s children’s fashion and decoration brand, appealed to the imagination of 5-10 year olds by launching a “Young designers” competition. Over 2000 children responded to Vertbaudet’s invitation to design their dream item of furniture: six such items have been selected to appear in the brand’s next “Bedroom stories” (Histoires de Chambres) catalogue.
La Redoute caters for all tastes in clothing
However, today’s little princes and princesses are no longer happy to simply daydream, they have their feet firmly on the ground. Prices are studied and compared, and plans hunted out on the Internet. In the playground, the talk is all about who found the best bargain. This concern for quality/price ratios has led La Redoute to develop two product ranges: basic low-price items designed to appeal to all young tastes and more trendy, higher priced clothing to appeal to the fashion conscious. Because, when it comes to fashion, you need to cater for all tastes and budgets.
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