J u s t K id d in g

Giant or double sided Chupa Chups, Barbapapas, Lomo cameras, fascination with 70’s cult series and heroes, champagne with a straw, resurgence of retro-brands such as Adidas or Converse, comfort food and fluffy toys… Kidults, adulescents, rejuveniles, mid youth rebellion… call it what you want, but any magazine editor or marketing expert will tell you:

we’re living in an increasingly ageless society. A growing number of adults all over the world is embracing and adopting the culture of teenagers and children as never before. Judging from our recent visits to Paris fashion and home ware tradeshows, this widespread trend is here to stay and is affecting many areas of life and businesses. So how can your brand address the consumers’ inner child?

This phenomenon has not just attracted the attention of marketing executives and sociologists alike. Luxury houses, clothing and accessories brands, media, beauty products are also successfully indulging and riding on this “I don’t want to grow up” attitude.

Paul Smith’s store in London trendy Notting Hill is today full of soft cuddly toys designed not to appeal to children but to wealthy and stylish urbanites. Louis Vuitton’s fantastic tie up with Takashi Murakami - from products to window merchandising - converted last year a hip of people all over the world to the manga culture, traditionally more popular among adolescents. Most trend presentations at the September 2003 Maison &

Objet trade fair confirmed this growing phenomenon. All revolved around childhood memories, playful gadgets, childlike environments. Even the names given to these presentation areas were an invitation to juvenile • • •

regression: Happy Girl, Happy Kitchen, Treasures, and Ali Bobo’s cavern.



J u s t K id d in g - To learn more about this author, visit Véronique Esposito's Website.

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