European Youth Culture Study Reveals New Consumer Market Trends Effecting Global Businesses in Fashion, Technology, Communication, Entertainment, Sports

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European Youth Culture Study Reveals New Consumer Market Trends Effecting Global Businesses in Fashion, Technology, Communication, Entertainment, Sports

October 19, 02006—Fresh results released today from Label Networks’ 4^th Annual European Youth Culture Consumer Research Study clearly indicate that the youth culture marketplace of 15-25-years-old across Western Europe, empowered through personal communication and a “lifetime” of technology has resulted in greater consumer control, which is influencing trends and spending patterns in fashion, sports, music, entertainment, advertising, marketing, and lifestyle choices. For intuitive brands, knowing what’s going on in this elusive and savvy marketplace is vital for success.

Label Networks, a leading global youth intelligence media company known for accessing hard-to-reach markets and providing street-credible data and trending reports, has just released the most insightful, fresh, quantitative and qualitative information about the Western European Youth Marketplace in their 4^th Annual European Youth Culture Study.

Highlights from the European Youth Culture Study include:

T-shirt spending is at an all-time high in Europe, but especially in Italy, followed by France
Top Fashion Brands have shifted to include more “disposable” or fast-fashion store brands over sports-inspired brands
The #1 Turn-off when Shopping in a store in the Pan-European Study, including the UK, France, Italy, Spain, Germany is the Sales Person
Freshest Fashion Trends overall they believe are coming from the UK at 25%, followed by the USA at 25.5%--the USA has dropped considerably since last year
Spain’s Youth Market names the most diverse range of countries that they believe are producing the Freshest Fashion Trends today
Top Sports young people most Want to Learn have shifted with sports such as Dance, Martial Arts, and Tennis among the top, and Snowboarding #1 for Action Sports among 15-25-year-olds
Germany has the highest percentages that Participate in Sports Most Frequently
Rap/hip-hop remains strong among 15-17-year-olds compared with other age demographics where it’s dropped—15-17 also has the highest percentages that believe the USA is producing the Freshest Fashion Trends
A “New Media Generation Gap” now exists between 15-20-year-olds and 21-25-year-olds when comparing patterns in mobile phone usage, Internet, Personal Profiles, Social Online Networks, + Communication, marking a shift in the marketplace, particularly in the UK, followed by France, then Germany
Top Future Concerns have changed to include Work-related issues; Terrorism has dropped in each country except for the UK because as they say, “We just live with it; we’re used to it.”

The European Youth Culture Study includes actionable results and macro trend summaries and forecasting regarding specifics about fashion, brands, shopping, preferences, (with special reports on denim, T-shirts, and footwear), spending patterns, technology + electronics, video gaming, music, action sports, individual + team sports, entertainment patterns, marketing + advertising effectiveness, lifestyle traits, Internet patterns + social networks, cell phones, new media, future concerns, attitudes, changing styles, and influences. The European Subscription Package also includes:

Individual Country Reports including the UK, France, Italy, Spain, Germany, and a Pan-European Report
Quantitative Charts, Graphs, Frequencies, plusCross-tabulations by Gender, Age: 15-17, 18-20, 21-25
Macro Trend Summaries detailing high-level trends written in an easy-to-understand format about the changing landscape of the marketplace within each topic
Historic Trending comparisons to show changes in the marketplace + future forecasting
Street Photography depicting leading-edge street fashion, footwear, accessories, attitudes, tattoos, + individual style
Weekly Updates with fresh news, reviews of street fashion trends, music, sports, festivals, underground magazines, events, retail hotspots, + emerging subcultures

For thought-leaders looking to maximize their strategies as they pertain to the youth marketplace, the 4^th Annual European Youth Culture Study provides authentic street-level information about the demographic profile, economic, and cultural threads of influence across the Western European youth marketplace. For subscription information, or information about the Global Subscription Package, including North America, Europe, Japan, + China, call (323) 630-4000; info@labelnetworks.com.

Data for the European Youth Culture Study was gathered across the UK, France, Italy, Spain, Germany from a representative sampling within each country of 15-25-year-olds during the months of July, August, September, 02006.

The Confidence Level for this Study is 95% with a Confidence Interval of +/- 2.5%.

About Label Networks:

Label Networks, Inc. is a leading global youth culture marketing intelligence + media company authentically measuring the most trendsetting and mainstream subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, fast research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible network of global Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and industry leaders about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Global Youth Culture Studies include North America, Europe, Japan, + China, plus Profiles on Snowboarding, Skateboarding, Urban Female, Hispanic/Latino Market Report; Euro Mobile Technology Report, Digital Lifestyle Report; Sponsorship Report; + Humanitarian Study; Clients: Apple Computer, Verizon Wireless, Burton, Vans, Braun, Motorola, Nokia, Footlocker, Oakley, Spy Optics, Salomon, Levi Strauss, American Eagle, O’Neill Europe, Playstation, Hasbro, Ford, Dodge, Columbia Sportswear, Warped Tour, Creative Artists Agency, Faith Popcorn, ESPN International, Kraft Easy-Mac. Contact: Label Networks, Inc., 13101 Washington Blvd., Suite 100, Los Angeles, CA 90066; (323) 630-4000; mailto:youthculture@labelnetworks.com; www.labelnetworks.com.