When I was a pre-pube, the only thing I wanted from Hermes was a Steinkraus close-contact saddle, I was fairly sheltered and my knowledge of brands reflected this. Unless I could buy it at the saddlery or through the Dover catalogue, I was oblivious. Kids today are a wee bit different . . . .
Dressed in pink Uggs, Seven jeans and a matching pink sweater and cap, Elizabeth Cohen looks the epitome of hip as she winds her way through the holiday crowds at the Grove shopping center in Los Angeles. She is a discerning consumer — her Ugg boots are not knockoffs, and she names Prada and Dolce & Gabbana as her favorite brands. She's also 10 years old.
Children are earning their own money through allowances and odd jobs, they are more aware of designer brands through celebrity and fashion driven media as well as their parents purchases and are therefore become educated and discerning consumers at an early age. This is a growing base of consumers who understand, seek out, and purchase good design.
Now if only we can get them more interested in effecting environmental and social issues through dollar voting. That's a thought for the future.
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