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Design Perspectives

Teen Dreams
Fashion conscious teens know what’s in style. Helping them achieve it can be fun!

by Karla Nielson, ASID Allied Member,WCAA

Did you know that selecting the right outfit for the first day of school is more stressful for teens than worrying over the impending school year or homework? That’s according to a report sponsored by jean-maker Levi Strauss Signature. The national survey, conducted by Insight Express, revealed that nearly 42 percent of kids 13 to 17 believe selecting the right outfit for the first day of school is more stressful than doing homework (29 percent); being called on in class (19 percent); or extra-curricular activities (10 percent).

Why do we, as adults, care about this? It is because teens now are a viable force in marketing. They have the ability to spend more discretionary income from their parents than any time in history. More teens are working and spending their own money, as well.

Teens today possess an astonishing wardrobe as compared to teens of a generation ago. And with so many teens overindulged in clothing, transportation and multi-media equipment, money spent on or by teens has overflowed into their living spaces: bedrooms, bathrooms, study or entertainment areas in the moderate to upscale homes.

In fact, there’s a new emphasis these days on creating stylish children’s interior space. It’s partly the result of a shift by retailers who are now devoting more selling space to children’s interiors, launching an amazing array of product lines that appeal to kids and parents that will assure sales from the next generation of shoppers. These products are well designed, practical and fun, so both the parents and the youth are happy to open the purse and “feather the kid-nest.”

The age at which children begin making demands and choices has become ever younger. A survey by Harris Interactive discovered that at age seven children are considered a target consumer for youth market advertising. At an average age of 9.1 years children can view advertising critically, and at age 9.3 years they are able to separate fantasy from reality in media and advertising. Then by age 11.7 years kids are old enough to make intelligent consumer choices.

But here’s some good news: Many kids actually are showing more maturity in their dressing choices than their parents. With low-rise waistbands at an all-time low, market research company NPD found kids today felt the only way to go was up. Kids are becoming more conservative than their parents. More often it’s mom who is dressing like a 14-year-old, while many youth are sporting the “new age preppy look” with slim-cut polo shirts, cable knits and Argyll sweaters in bright colors, even tweed and plaid jackets in a form a bit shorter and tighter than earlier styles.

Teens whose savvy clothing choices have made them scrutinizing consumers have also become astute in decorating their living environments, as well. Bottom line: kids make better choices for their own interiors today than ever before. They might choose styles that are somewhat different than what their parents would choose, but that’s OK.

WHAT’S IN A TEEN STYLE?

There are two ways to view kids’ rooms. One is theme-oriented, and the other is fashion and creativity based. Themes often have been based on activities that children have traditionally loved, and usually the “boys-like-this and girls-like-that” approach.

For boys the themes include not only frogs and snails and puppy-dog tails, but all things sports and outdoors. In other words, “big-boys-at-play-in-training” spaces. Some are contemporary, but some are nostalgic. For example, Toy Story and Toy Story II combined the Space Age character, Buzz Lightyear with the original hero, Woody the Cowboy. Horses are not necessarily Western, either. Horses, a favorite theme, may take an equestrian turn or just a “connect-with-nature” look.

Boys and dogs, the backwoods or country themes that suggest wide open spaces are appealing to adolescent boys and teens. For these rooms, a practical and bold statement of blinds or shades at the window is a solid, good direction. Straight lines mesh well with outdoor themes.

Another traditional boys’ look is found at the ballpark. Boys usually have been categorized as sports-loving characters, so if the sport shoe fits, so to speak, then discover the best-loved sport and run with it. Universal sports themes are enjoyed by many boys who also love many sports. These allow boys to dream of greatness and fame while lounging on their own bed in their own corner of the world.

Older teen boys may also gravitate toward sport heroes or rock stars or movie star themes. Coupled with a popular famous person scene is the high-tech look. This theme utilizes colors, patterns and textures that are technology friendly: angles and geometric shapes, bold patterns, black and white and/or pop-up computer screen bright color palettes are in-style.

FLOWERS AND ROMANCE—
A SURE THING

Teen girls are inherent romantics, it seems. Themes for girls’ rooms based on floral images in either pastels or in bright palettes often work well. Fun is always at the top of any teen girls’ list of things they love, so if the money supports the indulgence, many want fun bedrooms where friends can talk nonstop for hours while trying on clothes, experimenting with hair and makeup and planning social strategy—and occasionally studying or maybe watching a good chick-flick and enjoying the cry and the romance.

Softer looks as well as bright, cheerful interiors with lots of coordinated textiles and delightful images on the wall and fashionable privacy at the window are all perfect ingredients for successful teenage girls’ spaces.

FASHION/CREATIVITY INTERIORS

Girls tend to be shoppers. And yes, many, on a regular basis, shop till they drop. In a survey by Cotton Incorporated, and reported in its Lifestyle Monitor™, of females ages 16 to 19, 42 percent said they loved shopping and another 38 percent said they liked shopping. For this 80 percent, teenage shopping trips take place an average of 3.2 times a month. Keeping up with fashions is a high priority for this majority of teen girls, and when they shop they often buy on impulse.

For an interior design professional who is interested in building a clientele who purchase with and for their teen daughters, it is wise to stay on top of the fashions. With information instantly available on the Internet, runway fashions translate almost overnight into home fashions and many are geared to a young audience. A glance through teen magazines as well as shelter or design publications that cater to youth will make a difference in staying on top of “home couture.” Knowing what’s hot will give you far more credibility with the fashion-conscious crowd.

This also applies to teen boys, who are as influenced as girls by celebrities, television, rock groups, books and music, as well as brand names. Fashion-conscious young men also know what’s in style and will respond better to the sales pitch when they know it will be “on trend.”

MARKET FRIENDLY

This burgeoning market for fresh interior design projects is right for every residential interior design professional. When an adult calls for help for any space in the home, be aware of signs for teens and do not be afraid to ask questions, make suggestions, and show products that a teen would love. Many adults today are reliving their own teen years through their children.

In a culture that is obsessed with youth and indulgence, the spaces where teens sleep, play, interact, study and are entertained are all areas that are potential friendly markets for design services. And helping customers to create teen spaces can be one of the most delightful experiences for the adults—including you!