Channels for Street Art and Fashion In Europe

Part
01
of four
Part
01

Emerging Trends in Youth Culture

During a study of the emerging trends in youth culture it was determined that three major trends were prevalent in Europe. The desire to be heard politically, the need for social media interaction, and the responsibility to protect the environment where all top trends among European youth.

Expression of Political Views

  • Young Europeans want to have an opinion. In the wake of the Brexit movement, this generation has seen the results of inaction.
  • Many young British consumers use American football and TV shows to escape the fatigue of constant politics.

Social Media

  • Social media is the ultimate representation of globalization. It has allowed people of all cultures to come together.
  • While in the UK, social media has created distorted expectations, and perpetuated a culture of cyberbullying.
  • 50% of people in the UK who check their emails outside of work registered the highest stress levels.
  • Although too much social media can be detrimental to Mental Health, it has been realized that small doses of social media can be beneficial.

Concern For The Environment

Research Strategy

In an attempt to find information on the emerging trends in European youth culture, several approaches were taken to gather relevant data. Initially, the searches were oriented around acquiring information on European youth art and fashion culture. However, this approach led to a large amount of American retailers promoting European designs. The next approach was to find information regarding European youth culture trends in general, but that resulted in the presentation of a large volume of American Youth trends. Lastly, specific searches on UK and German youth trends resulted in the gathering of useful information. The targeted age range was a cross reference between Generation Z, which represent young people between the ages of 7 to 22, and of Millennials, which represent individuals ages 23 to 38 with giving preference to Generation Z.

We defined trends as those referenced and discussed at length in more than one credible source, including recently published articles and reports from Campaign Live, FleishmanHillard Fishburn, WeAreSocial, the Washington Post, among others.
Part
02
of four
Part
02

Top Channels for Youth Culture

The research to identify some eight to ten trending channels through which the youth of age bracket 16-28, access or experience street art, highlights some interesting find. Identified in the findings are StreetArtNews in the U.K. which has a followership base of over 737,000. Others identified are Jackson’s Art blog, Inspiring City, Berlin Art Link, Artparasites, Ekosystem, Street Art Tour Paris, JR-Artist, and Audifax in Milan.

Street Art Blogs in the U.K.

StreetArtNews

Jackson’s Art Blog

  • The official blog of Jackson’s Art Supplies, this is the place for advice, insight and art tips for both professional and amateur artists. Jackson’s Art Blog provides reviews of new products and keeps readers up-to-date on the latest exhibitions and where to find their favorite artists. They also run the Open Painting competition, allowing followers, artists, and customers to enter their work, promoting not only the business but also the art community, which has evolved from the blog.
  • The said blog is a place where insights, advice, and art tips for professionals and rising artists to gain access and be well-informed.
  • They offer reviews of new products and keeps readers updated on the latest exhibitions and where to find their favorite artists. The Open Painting competition is also run by Jackson's Art, which gives room for artists, followers, and customers to enter their work thereby promoting the art community and the business aspect of it.
  • Jackson's Art blog followership can be observed on its Instagram channel where the youth are actively involved in its content offerings. It has a followership of 53,800 and counting.

Inspiring City

Street Art Blogs in Berlin

Berlin Art Link

Artparasites

Street Art Blogs in Paris

Ekosystem

Street Art Tour Paris

JR-Artist

  • JR came to global recognition during the riots in Paris, in 2005, due to an image he made on the walls of Les Bosquets. Ever since he's gained attention especially from the youth.
  • Many are drawn to his works both on his blog and in the reality space, where tourists seem to never have enough of his street artworks.
  • This can be seen on his Instagram followership base of 1.4 million so far.

Street Art Blog in Milan

Audifax

Research Strategy

To find at least eight popular or trending channels in Europe where youths go to experience content focused on youth culture like the street art, we searched relevant sources like blog publications and some social media channels to determine their youth followership. This is considering that there were no available data to establish youth participation in street art. To determine youth followership, their social media platforms were utilized as a yardstick for measuring youth participation as it is a confirmed fact that the age bracket of 16-28, have a huge social media presence. We searched individually for street art blogs for each city mentioned in the request to establish some popular street art blogs in London, Berlin, Paris, and Milan. For each of these European cities, we were able to highlight at least three street art blogs for each, except Milan, where we could not find adequate information for popular or trending blogs for youth content.
Part
03
of four
Part
03

Top Channels for Street Fashion

In Europe, individuals access street fashion through festivals, shows and events. Sometimes, workshops are organized for street fashion enthusiasts. More details, as well as explanations of our search approaches, have been outlined below.

STREET FASHION CHANNELS — EUROPE

Festivals, Shows, Events


Workshops

  • Often, workshops for streetwear fans are organized in major European cities. In Milan, individuals can learn the technical background when it comes to fashion accessories, while in London, fashion fans can meet fashion artists and experience the workday of a fashion designer.

Trade shows

  • In Paris, trade shows are common. 23 trade shows are bound to take place in the city from January to September 2020.


RESEARCH STRATEGY

We provided channels we found during research, along with available data on popularity, in order to provide helpful insights. We were unable to locate sufficient channels the European youth uses to access street fashion content, apart from social media channels, even after approaching the research in the following ways:

First, in order to identify 8-10 trending channels European youths go to access street fashion, European fashion publications, including but not limited to GQ, WMagazine and Vogue, were searched. There, our goal was to find expert-written lists of channels the local youth uses the most to access street fashion content. The reason we conducted this strategy was because fashion industry experts likely know this information and might have compiled lists, or at least provided relevant insights in industry-specific publications. Nearly all reports described how Instagram plays a big role in fashion activities for the youth, but scarce information was specifically focused on Europe, or any of the cities under investigation. Still, this way, relevant information surrounding certain popular events and shows that are based in these cities was uncovered.

Next, we sought information from local research agencies and fashion organizations, including but not limited to Ipsos and the European Fashion Council. Specifically, we aimed to find surveys which consult individuals within the 16-28 age range on their preferred channels when it comes to engaging with street fashion. This information would then be used to build a list of the preferred channels. What we were able to find this way were reports that analyzed the fashion industry. By examining such reports, it was evident that channels through which customers engage with street fashions weren’t mentioned. Instead, customer preference for sustainability was mentioned, along with other irrelevant information, not focused on European individuals aged 16-28.

We resorted to identifying public forums, associations and social media groups specifically intended for European young adults who are street fashion enthusiasts. There, we had hoped to locate a large number of posts or discussions that focus on a particular channel, like an event or a website. These channels would then be provided as trending, given that they are discussed among young adults in Europe. We weren’t able to move forward with this search strategy because we haven’t found any discussion boards or social groups whose members are exclusively young adults based in Europe. Certain European fashion brands, such as H&M, have developed their own public forums intended for fashion event discussions, but there was no way to filter out the 16-28 age group.

It is worth noting that we also aimed to use general social media sentiments and popularity surrounding certain events to determine which events are most popular, but here, we had to rely on data that shows social media usage is the highest among individuals aged 16-28 in Europe. We couldn’t prove this, specifically because search determined social media usage is fairly evenly distributed across age groups in Europe. Furthermore, search determined that social media usage is higher among older adults, compared to younger adults, in Italy.
Part
04
of four
Part
04

Top Channels for Street Art

Some channels European individuals use to access content focused on street art include museums, tours, workshops and festivals. Below, our findings have been outlined, followed by an explanation of why the most popular channels couldn't be determined.

STREET ART CHANNELS IN EUROPE

Museums and Galleries

Tours

Workshops

Festivals

Augmented Reality

  • In Europe, Augmented Reality is sometimes connected to street artwork. The Museum of Augmented Urban Art has launched a smartphone App which lets users see interactive animations when they point their devices towards street artwork in Milan. In Paris, the Palais de Tokyo museum has installed AR devices for visitors to enhance their experience of exhibited artwork.

Interactive Maps

  • Some museums and artist organizations, such as Urban Nation in Berlin, have launched interactive online maps which let visitors see physical locations of street artwork. The traffic of Urban Nation's website is increasing, possibly due to interactive map implementations.

RESEARCH STRATEGY

We were unable to find 8-10 channels that are trending or that are very popular among individuals aged 16 to 28 that are based in Europe. For the above listed channels, we were unable to determine if any of them is specifically trending or very popular. In order to provide insights that might help understand how popular the channels are, we provided available Facebook follower numbers. We attempted to find information on the most popular street art channels in the following ways:

First, we scanned local publications such as Der Tagesspiegel, the Evening Standard and Milano Today. There, we aimed to find pre-compiled reports describing how young adults discover street art and how they engage in terms of street artwork. In these sources, information mostly focused on social media street art trends, such as trending topics and posts. Local street artwork-related news were described, as well as specific art exhibitions. This way, we acquired information surrounding several museums, festivals and street art tours that happen in the cities under investigation, but insufficient information was obtained to build a list of 8-10 channels locals aged 16 to 28 use to access street art content, and it was unclear whether these channels are popular in Europe specifically.

Next, we checked European street artist associations and organizations, such as Stradarte Milano. We also checked local consumer research institutions such as PwC Europe and Ipsos. The overall idea behind this strategy was that local street artist organizations, as well as research institutions, might have conducted surveys that consult individuals surrounding the channels they use to engage with street artwork, but no relevant surveys focused specifically on Europe or either of the cities under investigation. Conducted surveys focused on irrelevant elements, like things people consider to be street artwork.

As the last resort, we went on social networks and examined the most popular posts under the following hashtags: “#streetartberlin”, “#streetartmilan”, “#streetartparis”, “#streetartlondon” and “#streetarteurope”. Here, our goal was to determine the popularity of the channels by examining the most popular posts. For instance, a post that is listed under the hashtag “#streetartberlin”, shows a website that lists local street artwork, and has received a large amount of likes and/or reactions could indicate this website is among the most popular channels for youth residing in Berlin to uncover street artwork. This search attempt was unsuccessful because the most popular, trending posts were exclusively pictures of street artwork. Certain posts depicted specific exhibitions or festivals related to street artwork, but were much less popular, that is, didn’t receive an amount of likes that could indicate the events are popular.
Sources
Sources

From Part 02
From Part 04