Young Germans are a very important target group with enormous purchasing power in particular for the fashion and beauty industry. 5.3 billion out of the 20.7 billion Euros, which young Germans aged between 12 and 19 have at their disposal each year, are spent on fashion and beauty articles. 2.7 billion is spent on going out and 2.1 on mobile phones. This is the finding of the “Bravo Faktor Markte – Mode & Beauty” study by the Bauer Media ad marketer.
“Young people attach a big deal of importance to their look”, says Mr. Arne Sill who is responsible for ads in youth magazines. “Even 77% of boys said that their look is very important to them.” Among girls this figure amounts to even 87% of respondents. In this context being trendy and brand awareness are playing a decisive role. According to the study in question, the majority young people keeps being faithful to those brands preferred early in life. Preferences of certain brands most of the time emerge between the ages of twelve and seventeen.