Selling to the Young

Guy Kawasaki's blog has a fascinating interview with labeling wizard Kathleen Gaperini about the buying habits of young people. An excerpt:

Question: Typically, how long does a “young-people” fad last?

Answer: It depends on the country and age group, but generally young people do not think something is a fad. It’s just what’s happening right then. A 15-year-old’s sense of history is about three years, which explains, for example, why they think they’re creating punk rock, even though their parents may have listened to the Sex Pistols.

If something becomes “classic” than it’s more long term and most likely has become a part of several aspects of youth lifestyle. Such as Converse sneaks—most young people have no idea they were intended as basketball shoes. They represent quintessential punk. Timberlands have crossed over yet maintained their cred. Once used for utilitarian purposes, they are now the footwear of choice in various urban markets, particularly among the krumping scene in South-Central LA where it’s a part of the tribal street dance style, even if you’re wearing a pleated Brazilian-capoiera-inspired skirt with “American Apparel” type tube socks and arm sock-sleeves.