Milan Menswear Fall 2009 season
Dates: Jan 17 – 21, 2009

Cloud Strife from Final Fantasy Crisis Core
Cloud Strife from Final Fantasy Crisis Core

DALLAS, Nov 22, 2008 / FW/ — The 18 – 34 year old male demographic has historically been the hardest to reach by marketers. And, today, another factor that has to be considered is that this age group is largely composed of the Net Generation, sometimes called echo boomers (children of Baby Boomers), who grew up in a digital world.

Dan Tapscott, author of ‘Grown Up Digital’ claims that the Net Generation in the 11- 31 age group is actually ad resistant having grown up in a world of marketing and advertising. And because of that, they are changing the way companies communicate to consumers.

A recent study conducted by the National Retail Federation and BIG Research found that emerging media like online video-game ads, blogs and text messages are gaining influence overall with consumers, particularly in the electronics category.

While the numbers for all adults over 18 are still relatively small — online video-game ads influence 7% of electronics purchases, while text messages influence 3% of clothing purchases, for example — they jump to compelling levels among the coveted 18- to 34-year-old demographic.

Fashion houses, even the more forward thinking ones, historically, have been lukewarm to new technology. But, during these tough economic times, creativity in introducing their products into the Net Generation should be worth a try.

Hence, the question is, will we see Milanese houses get starring roles in massively multiplayer online role-playing game (MMORPG) like Final Fantasy XI or World of Warcraft?


For those who are not familiar in the gaming world, below is a trailer for World of Warcraft, an MMORPG.

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