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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.

Location United States

Scope
Although a walk through a mall or high school may suggest otherwise, the preppy lifestyle is alive and well. Modern Preps – a youth subculture built on affluence and blue blood ideals – may not have the clout that they used to, but their purchasing power is substantial and ever-growing. The upper-middle class and upper class families that comprise the top 20% of American households hold 50% of the nation's income and constitute 40% of consumer spending. [1] Additionally, Gen Y consumers will start to become the largest generational segment in the luxury market between 2018 and ...

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