Nestle MILO

Part
01
of two
Part
01

Current Youth Trends - South America

Although there are twelve countries in South America, each with their own unique cultures, histories, trends, and practices, I will attempt to discuss the larger, more culturally dominant states of Brazil, Argentina, Chile, Colombia, and Venezuela to illustrate some general trends in children's fashion. Because South American countries have their own local music industries that compete with mainstream American music, and because music is enjoyed by people of all ages, it is difficult to discern music trends for children ages 6-9. However, we can assume that the same pop stars that proliferate the American market also proliferate among South American consumers of all ages. Finally, through Good Reads user ratings, we were able to access collect information on popular graphic books in Brazil, which will be outlined below.

The document including pictures of children's fashion in South America can be accessed here.

FASHION
In Argentina, brands such as Cheeky by Cheek SA, Mimo & Co by Vestiditos SA and Grisino, and from Cresko SA, lead sales of childrenswear. However, sales of childrenswear are still fragmented, and changes in economic policy at the end of 2016 marked an influx of new brands already available in Chile, Uruguay or Paraguay. Unfortunately, we do not have further information on what these brands may be.

International brands such as Zara and H&M, and specialist brands such as Colloky and Limonada are popular for children in Chile. Furthermore, CI Hermeco, with the Offcorss brand, are leaders in childrenswear in Colombia.

In Venezuela, Grupo Los Principitos CA and its brand EPK dominate the childrenswear industry. However, it may be important to note that children's fashion in Venezuela has been negatively affected by import restrictions, limiting the amount of child-specific fashion available in searches. These policies have resulted in product shortages, less variety and availability of products and brands. As a result, many stores have closed nationwide, including those that offer merchandise exclusively manufactured in Venezuela.

Brazil, though a large manufacturer of clothing and an exporter of cotton, does not appear to have a thriving childrenswear industry. Our research did not turn up any concrete results for children's fashion popular in Brazil. Nevertheless, Brazil boasts a children's fashion show, from which we collected images that can be found here.

MUSIC
Finding music trends among a narrow age demographic, such as children ages 6-9, is challenging due to the appeal of music to people of all ages, and the size of the music market. Furthermore, South American countries have a rich musical history and a thriving local industry of their own, which may obscure music trends among youth even more. For example, Brazil has its own music chart, in addition to an international music chart. Nevertheless, based on the global popularity of some pop stars, and international chart performance, it can be suggested that artists such as Taylor Swift, Selena Gomez, Katy Perry, Demi Lovato, Miley Cyrus, Niall Horan, Harry Styles, Kesha, Nicki Minaj, Liam Payne, and Drake are well-known and liked by children ages 6-9. Some popular Brazilian musicians include Felipe Araujo, Thiaguinho & Ludmilla, Gusttavo Lima, and Anitta. Since these artists have topped the charts in Brazil, it is very likely that they are well-known and liked by children, who make a sizable portion of music listeners.

GRAPHIC BOOKS
Based on recommendations and user votes on Good Reads, we were able to conclude that popular graphic books among Brazilian children include: Turma da Mônica: Laços, Astronauta: Magnetar, Turma da Mônica: Lições, Bidu: Caminhos, Penadinho: Vida, Chico Bento: Pavor Espaciar, Bando de Dois, Mayara & Annabelle Vol. 1, Piteco: Ingá. These books had positive reviews, though unfortunately, due to language barriers, we were unable to understand much of website content, so the exact age range which these graphic novels target may vary slightly.

CONCLUSION
Due to the variety of cultures in South America, it may be difficult to establish uniform fashion, music, and literary trends among children. For the purpose of this request, I have focused on several of the larger South American nations, including Brazil, Argentina, Chile, Venezuela, and Colombia. Much of the information we uncovered detailed particular fashion brands popular in these nations, but did not provide definitive style trends. Much of this may be attributed to difficult economic circumstances in South America. Furthermore, due to South America's long and rich music heritage, and the universal appeal of music in general, it is difficult to pinpoint artists popular specifically among children ages 6-9. However, many of the music trends among North American youth may be present among South American youth as well. Finally, through user ratings on Good Reads, we were able to compile a list of graphic books that may be popular with children in Brazil, though target age demographic for these books may vary slightly.


Part
02
of two
Part
02

Current Youth Trends - Australia

Just as in North America and Europe, Australia is home to a thriving children's fashion and book industry. Children between the ages of 6-9 also constitute a sizable portion of pop music consumers around the world. By researching children's clothing brands, fashion bloggers in Australia, and large retailers, as well as recommendations for children's media, we were able to compile a list of fashion, music, and graphic book trends for youth aged 6-9 in Australia. In general, it appears looser, more gender neutral clothing is currently in style, though people remain greatly interested in what celebrities are dressing their children in. Based on image searches, blogs, and fashion retailers, we found that skinny jeans, tights, sportswear, over-sized tops, sweatpants, and sneakers dominate children's fashion. Based on Amazon Australia recommendations, popular graphic books include the Diary of Steve Noob series, and the Big Nate series. Judging popular music for youths aged 6-9 may be more difficult due to the gendered nature of music tastes, and the fact that the market size is extremely large. Some popular artists that market to this age group include Taylor Swift, Selena Gomez, Katy Perry, Niall Horan, Harry Styles, and Liam Payne, Drake, and Nikki Minaj.

FASHION
Based on clothing available for purchase at large retailers like Target Australia, as well as articles from Buzzfeed Australia, and Kids Fashion Blogger Australia, we can deduce some general trends for children's fashion. It appears that loose clothes, especially those that tend towards sportier or more gender neutral looks, are currently popular. While particularly gendered looks are still in vogue, such as long, flowing skirts and pink dresses for girls, many of the images discovered featured children wearing gender neutral clothing. A Buzzfeed article titled, "25 Australian Kids Labels Perfectly Fusing Style And Cute", featured the brands Little Edge Apparel and Munster Kids, both of which market themselves as sporty, relatively gender neutral, and made for activity. Kids Fashion Bloggers also recommended the brand Eve's Sister, which although targets young girls, still features looser, more gender neutral looks.

GRAPHIC BOOKS
Two graphic books which consistently popped up on Amazon Australia searches were the Big Nate series and the Diary of Steve the Noob series. Big Nate is marketed as a best-seller, and the Diary of Steve Noob appears to be very successful with many parts to the series. Both series have high reviews, generally between 4-5 stars.

MUSIC
Discovering what music is popular among children ages 6-9 may be a challenging task due to the gendered nature of music tastes, and the size of the music market. Early on, young girls tend to be socialized to enjoy pop music, such as that of Taylor Swift, Selena Gomez, and Miley Cyrus, while boys may be socialized to enjoy more quintessentially masculine music, such as rap. Boys may thus steer more towards artists such as Drake and Nikki Minaj. However, there is plenty of crossover; many young boys may not publicly acknowledge their interest in pop music, and many girls do enjoy rap music, especially by female artists such as Nikki Minaj.

The size of the music market also proves challenging; even though Taylor Swift is popular among young girls, she is also popular among women of all ages. This is true for most chart-topping artists, therefore turning to national performance charts does not provide an accurate picture of music tastes among children. Nevertheless, The Top Tens provides a list of artists that are popular among 10 year old girls. While these are not particular to Australia, we may assume that young girls in Australia share similar tastes to those in the United States, Canada, and the United Kingdom, which are the primary consumers of mainstream pop music. Some artists listed on The Top Tens include: Taylor Swift, Selena Gomez, Katy Perry, Niall Horan, Harry Styles, and Liam Payne, among others. However, a CBC video featuring young children reacting to Drake's chart-topping song "Hotline Bling", shows that the children are familiar with and enjoy Drake's music.

CONCLUSION
It can be difficult to gauge what fashion, music, and graphic book trends are popular with children, due to the vast market in most countries. In the instance of children's fashion, fashion bloggers, popular retailers, and sites such as Buzzfeed may provide clues to the kinds of clothes that are currently trending. Sources indicate that while some more classically gendered clothing trends exist, many clothes are moving towards a more gender-neutral arena; sports clothes, loose, baggy shirts, sneakers, skinny jeans and sweatpants are predominantly seen as popular among children. Furthermore, Amazon Australia's has recommended best-sellers such as Big Nate and Diary of Steve the Noob as popular graphic book series for children. Finally, although it can be tricky to find music trends among children due to the gendered nature of music tastes, and the vast size of the music market, we can deduce that contemporary pop stars such as Taylor Swift, Selena Gomez, Katy Perry, and some rappers such as Drake and Nikki Minaj, are well-known and listened to by children ages 6-9.


Sources
Sources