Opening Forever 21

Antwerp

1000 waiting

23000 visited in one day

2 min on national news

1984, Los Angeles, CA

Chang Family

480+ stores

On trend product

Several Lines, shoes accessories

Daily new styles

Wide!!, not deep

Very (very) affordable

//Template 1 • Tekst

//Template 1 • Tekst

STEREOTYPE

# 1

stimulation = bredth instead of depth…

“They are spoilt, don’t know the value of

money and don’t want to work hard.”

“The Reflexive Generation”

SELF

LIFE WORK

//Template 1 • Tekst

//Template 1 • Tekst

//Template 1 • Tekst

//Template 1 • Tekst

STEREOTYPE

# 2

“They have no respect for authorities and

you simply cannot manage them.”

//Template 1 • Tekst

//Template 1 • Tekst

//Template 1 • Tekst

STEREOTYPE

# 3

“They don’t know company loyalty and

don’t want to pay their dues.”

//Template 1 • Tekst

//Template 1 • Tekst

//Template 1 • Tekst

Logistics Specialist Carrier Account Executive

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

//Authenticity for

Generation Y

Real

//Template 1 • Tekst

Insert movie Adidas

Real

//Template 1 • Tekst

Real

//Authenticity for

Generation Y

Real

Real

Personal finance management tool “TIM”

Real

//Template 1 • Tekst

//Template 1 • Tekst

①Stay true to your roots, but don’t shout

②Warm & close is the new cool

①Be transparent and respectful, listen (like

friends)

Real

// I WILL NEVER FORGET THE DAY…

Surprise

Fear

Anger

Sadness

Disgust

Meeting the love

of my life

Becoming a sport

champion

My first kiss

Extreme experience (e.g.

skydiving, mount climbing)

Parents got

divorced

New school

Encountered aggression

When I was dumped

by my partner

Death of a person

close to me

Was diagnosed

with a serious

illness

When I got in a fight

Discovered I had no

real friends when I

needed them most Moved

Graduated

Got my driving license

Being dumped by my

boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,

Romania, Poland, Brazil, India, and China.

Happiness N = 156

Happy

Happy

//Template 1 • Tekst

Insert movie rorschach U by Kotex

Self

Global online contest to recruit 100 Young amateur soccer players in 55 countries => 16 final best against the best Over 150,000 young soccer players!

//Template 1 • Tekst

Happy

//Template 1 • Tekst

Insert movie SAF integrated longer

Happy