For our group’s Fashion Wheel project, I was in charge of designing a thematic image on ‘Street Bro’, focusing on British teenagers’ fashion trends and lifestyles. Based on my research on British teenage stereotypes, I created an image of the ‘Street Bro’ that fits everyday fashion trends, showing their typical cultural symbols and consumption habits.
The design of the tote bag is based on my observation and understanding of contemporary British teenage fashion items. For example, the Tesco Meal Deal, which is affordable and almost a daily necessity, symbolises the culture of convenience; disposable e-cigarettes (vape), which are popular amongst teenagers due to social media and peer influence; and tobacco products, which some teenagers are environmentally driven to try, have all become inspirations for the design of the tote bag, reflecting the realities of this generation’s lifestyles.
To better target this group, I used Mintel Interactive databases to analyse the consumption behaviour of teenagers in the UK. The study showed that around 72% of teenagers’ spending is on snacks, which helped me to capture their spending priorities. I combined popular snacks in UK supermarkets, such as small, easy-to-carry packets of crisps and the popular energy drinks mentioned in the Statista (2022) report. I incorporated these elements into the tote bag design to make it more relevant to the target group’s lifestyle scenarios and consumption preferences.
This design not only reflects a grasp of fashion trends but also closely integrates lifestyle, pop culture, and brand design through observation and data analysis. The tote bag is not only a decorative item but also a carrier for young people to express their identity and cultural recognition. This approach to designing with an in-depth understanding of the target group has also given me a deeper understanding of how brands can resonate with consumers through details.
Statista (2022). Energy drinks brand awareness KPI ranking UK 2022. [online] Statista. Available at: https://www.statista.com/statistics/1342770/most-well-known-energy-drinks-in-the-uk/.