Today's teen consumer market is the most profitable it has ever been. Even though 65% of teens claim that they rely on themselves for their fashion ideas, it is estimated that less than 20% of the teen population is innovative enough to drive fashion trends, according to a recent study by a marketing firm. Marketers recognize this fact and often use elements of youth culture to promote their products. Perhaps one of the best examples is their use of hip-hop culture. It is reported that hip-hop fashion alone generates $750 million to $1 billion annually. Sales of rap music and videos each exceed that amount.
Rap's rise and sustained global popularity is a good illustration of how influential youth culture is on youth attitudes and behavior. Remember when Madonna hit the charts with her bra in full view while singing about "virginity"? Soon after that, adolescent girls around the world began wearing their underwear outside their clothes.
Fashion designer Tommy Hilfiger was fully aware of the power of youth culture. He marketed his brand by giving clothes to famous MTV stars and featuring teen stars in his print ads. Picking up on teens' interest in computer games, Hilfiger sponsored a Nintendo competition and installed Nintendo terminals in his stores. The payoff? Teens rated Hilfiger jeans as their number one brand in a survey in 2000. 【題組】52. What is the best title for this passage?
(A) The Importance of Marketing (B) The Power of Youth Culture
(C) The Popularity of Hip-hop Fashion (D) The Success of Tommy Hilfiger
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