Generation Y Traditionalists

Dividing Gen Y Into 4 Main Groups: Above the Equator

Last Friday's blog discussed the division of Gen Y into four main groups, segmented by "rebellion" and "tradition." I mentioned the broad characteristics typically fitting Gen Yers below the line and this week's highlights the characteristics from above. After getting a broad idea of the groups, its easier to look at the trends occurring now and apply them to the appropriate target.

Above the Equator

Mainstream Tradition
Directly above the dividing line would be those Gen Yers following pop culture, Mainstream Tradition. They make conscious efforts to fit-in and do not necessarily strive for popularity, but they enjoy being looked at as "cool." They follow trends in pop culture magazines, such as Cosmopolitan or YM, more specifically they would be the "What's Hot" article readers. An important thing to note is that although they may see the trends in magazines or on television if it isn't happening around their school, city, local hangouts, they are less likely to follow it. They follow the trends set by the Tradition Leaders.

Example
Abercrombie & Fitch or American Eagle. Abercrombie & Fitch might not always be attainable, but is a solid example of a brand popular with the Mainstream Traditionalists. They started as a brand appealing to the Tradition Leaders with their racy advertisements, high price, and selective locations. As the brand increased in popularity with the Tradition Leaders it began to be followed by the Mainstream Traditionalists. The brand has not reached market saturation, due to their selectivity and price. American Eagle would be another brand that coincides with the classic and traditional image portrayed by this segment, as it is affordable and has high availability. Keep in mind, the closer the brand to the dividing line, the closer it is to market saturation.

Tradition Leaders
At the top of the spectrum are the Tradition Leaders. As with the Rebellion Leaders this segment is significantly smaller and even further away from the "mainstream" equator line. They are the pop culture innovators who search for the "first on the market" brands. Once the brand reaches a peak popularity they are moving to the next innovation. They typically have the availability of assets to be the Tradition Leaders, as I will list common assets creating a division between leaders and followers in upcoming blogs.

Example
Louis Vuitton. Louis Vuitton started as a brand appealing to the Tradition Leaders who had the resources to purchase the high priced, very selective products, especially purses. Do to the high amount and easily accessible counterfeit version of these purses, many Mainstream Traditionalists have picked up these items and are pushing Louis Vuitton further into the mainstream market.

*These brands are an example of Gen Y segmentation. They are relative to location, availability, and assets and may differ in throughout different regions.