Identity

• Fashion also provides teenagers a sense of identity by signaling which "grouping" they belong to ("prep," "punk," "goth," etc.). It may also signal a more independent or inclusive personality.

Attraction

• Teens can be extremely conscious about overall image when it comes to sexual attraction. They will often exploit fashion as a means to attract a certain type of person.

Rebellion

• Rebellion may also be acted out via fashion. Since rebellion is often a huge aspect of a teenager's life, it is not shocking that teens often use licentious or shocking fashion to rebel against their parents, their classmates, and/or society.

Peer Pressure

• Many teens pick up on fashion trends in an effort to stave off humiliation and mocking from peers. Poor fashion choices in the eyes of others can often be an open door to ridicule.

Celebrities

• Often, fashion for teenagers is the result of the desire to be like a celebrity. Celebrities are perhaps the greatest influences on teenagers in the modern world, and they can have a huge impact on a teen's ideas about fashion and its importance.

Look at any advertisement for a fashion store, and you are likely to notice that most of the models are teens. In Western culture, especially, fashion is an extremely important component of teenFrom designer clothes of the wealthy, to typical name brands of the middle class, it seems very important to the consumer to purchase these items, and especially true for teens. Why is this so? Is it best quality? Is it to fit in with society? Is it for our own personal pride? I am curious why my teen won't purchase a pair of shorts this summer unless it's the "right" brand. Why aren't other brands good enough? They cost the same, so why does it have to be skate board brand? It boggles my mind that he has only one pair of shorts for the entire summer, it is 85 degrees outside, and yet he refuses to wear any other brand than that of a skate company. I have discovered a few reasons behind why brand name products so important to teens, and hopefully have a better understanding of my teen's desire for certain clothing.

One major contributing factor to the teen shopping and brand name explosion is that teens have more money today than previous generations. I remember having to get a summer job just to be able to pay for the things I wanted throughout my school year, such as a year book. In today's society parents are making more money and in turn buying more products for their children. As one article stated regarding the mall and teen girls, some "teenage girls often use mall excursions with friends to scout for purchases that are later made with mom's credit card." Along with parents making more money, in generations past parents didn't buy items for children in the capacity they do today, therefore lending to the idea that perhaps parents today are over compensating for their own childhood. Parents want their children to have more and better things then they had when they were growing up. However, many parents also want their children to become responsible with money so when the teen reaches young adulthood they don't get themselves into financial trouble. company advertisers know that placing ads in teen magazines can boost sales and even start trends. Product placements in movies and television are another way to make an ordinary product become cool to have. Such as, the Converse high top court shoes Will Smith wore in iRobot. Interestingly enough I saw a sales ad today with those same Converse court shoes all over the cover and the statement of, "I gotta have my Converse!" This type of advertising tells teens that they need that product. Mall store windows are another way to advertise to teens. A retail store like Old Navy may display the board shorts to teen males who surf or skate board, while the female side shoes a hip beach girls selection. Along with having more funds available, and advertising towards teens, there is a strong sense of belonging to a specific social grouping and an expression of oneself.

According to the article in the San Jose Mosaic paper, "Teens admit that the desire to fit in, as well as look good, can lead to expensive habits .If one can afford the particular brand names then they in a sense belong to that group.

Teens want the name brand labels more today because they have more funds to spend on such items than previous generations, they have more spending options available to them, and advertisers are marketing more and more to teens as powerful consumers.

Let’s talk about some important clothing brands for young generation

For example

Topshop - a purely British clothing brand, which is not very much wants to go beyond the UK. The first store company opened in the sixties of last century, and was among the first who proposed a fashionable, designed by designers, a collection ofinexpensive clothing "Topshop".   Kate Moos is a hot admirer brand Topshop. In 2007, she could not resist, and developed a collection of clothes "Top Shop" for your favorite store. This is understandable, since a collection of work as a well-known designers and youngdesigners, creating a creative and memorable things. The ideology of Top shop - instead of copying the model catwalk, have their own style: an eccentric and very young, as the main buyers of fashion chain to thirty. Today the brandoperates 309 stores Topshop.

The stereotype of today's teen is that of a brand-obsessed, label-driven, mall-congregating, free-spending, compulsive shoppers. There is often some truth to stereotypes.

Teens love to shop. It is an experience rather than an errand, an event rather than a chore. What teens buy reflects what they think of themselves and how they wish others to perceive them. The act of buying can be one of independence or conformity, self-expression or socialization. Understanding the wants and needs behind teen buying is important for marketers of all kinds of consumer products.

Today's teens have the means to move brand sales in a big way Although most adults earn more money than teens, a larger share of teen income is discretionary. Teens aren't saddled with mortgage or utility bills. They can spend their funds freely, This fact, coupled with their rising incomes, makes teens an increasingly attractive consumer segment. If you sell traditional teen products, you already know this. Marketers of adult brands are lust beginning to realize it.

Teens are unique consumers. Unlike children, they have the financial resources to make big-ticket purchases such as cars, computers, or jewelry. But unlike adults, they often need the permission of a parent before they can make such a purchase. Adults play an important role in the teen buying experience, a role that needs to be recognized and addressed.

Teens are more brand conscious today than ever before. By understanding what teens look for in a brand, and by knowing when brand choice is important, you can begin to assess your opportunities and get a better picture of what and why teens buy.

Another  brand for young generation which I would like to tell you are watches swatch.

Today teenagers are also embracing large, gaudy sneakers with a multitude of flashy colors. This as well was a trend that started off in the 1980s.

If you came of age in the 1980s you will also undoubtedly remember the Swatch Watch. Back then they came in a wide range of amazing colors that would make you stand out in a crowd. The trend went so far that people would actually wear several Swatch Watches at the same time. You would see fashionable people walking down the street with a half-dozen Swatches running halfway up their arm!

While this exact fashion probably isn't going to make a comeback any time soon (or is it?), the Swatch Brand most certainly is. The truth is that they never stopped making unbelievably stylish and functional watches that people of all ages would love. They never gave up on making a quality timepiece for the young and the old. It is just that once again the popular culture is turning back to an old favorite.

Just like they did back in the 1980s, Swatch continues to appeal to the youth of today. That is primarily because they always strive to be on the cutting edge of technology and style. They do not accept just sitting back on their laurels while other companies accelerate beyond them. In fact, the truth is entirely the opposite. Swatch has shot past they competition and continues to make headway into tomorrow. These watch styles by Swatch are perfect examples of where this exciting company is going.

Unlike the brash and garish watches of the 1980s, most of the products produced by Swatch today are far more sensible. The times and the styles of our modern world simply call for a wristwatch to take on a more simple and straightforward approach.

The Irony from Swatch is a delightful watch for young women in this day and age. It has subtle coloring and will go with any outfit. The Irony is a great day to day watch that will never let you down.

Let's talk about the mighty and invincible brand. It is popular among the younger generation and of the average age people