The Squeak In the Gym
Erin Murphy and Jennifer Schriever
Montclair State University
As you shuffle down the hallways of your school and stumble into the gymnasium, a loud noise grabs your attention. Its high pitch makes you cringe at first, but then you realize it's a common sound- sneakers rubbing against the gym floor. If you were to zoom in closely, what kind of sneakers would you see running around on the shiny hard wood? Are they no-name running shoes or something much flashier? Most are familiar with the high-end basketball sneakers manufactured by Michael Jordan, but do you know how much they cost? The cheapest collection still breaks the bank at nearly three digits: $84.99! What is it that makes kids desire the expensive, well-known brands over the less-known?
Pro-basketball player, Stephon Marbury, has designed a new line of apparel at a much more desireable pricetag. With sneakers as low as $9.98, everyone can afford to buy into the need to fit in. There is no longer a reason for less privileged children not to "fit in." The days of breaking the bank or saving months of allowance just to have the latest pair of sneakers are now over!
How Marketers Target KidsKids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. Click for some of the strategies marketers employ to target children and teens regarding:
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