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  • Who are the Modern Preps?
  • Who are the Modern Preps?
    The Golden Girl Blog (2015) ©
CASE STUDY

Teen America: Modern Preps

With a taste for high status, yet understated, luxury goods, the ‘Modern Preps’ are the most affluent of US youth subcultures. In the sixth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson examines whether this group’s influence and purchasing power can keep legacy brands alive.

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