Fashion & Clothing - Designer Teens

Blame it on shows like the O.C. and films like Clueless, but it appears that teens today are becoming increasingly outrageous when it comes to buying clothes. These days, if you're not sporting designer duds, you simply don't count. Only a generation ago the average teen strutted around in Levi's and Vans. Now it's Burberry's, Juicy Couture, Seven for Mankind jeans and Uggs.

In the US teens spent $191 billion (GBP104 billion) on designer clothes. According to Marshal Cohen, chief analyst for the US marketing research company NPD Fashionworld, teen's tastes have become more sophisticated. Fifteen years ago they were drinking Cherry Cokes, and now it's Grande Skinny Lattes.

Designers are very aware of teens as a prime target market and make use of the fact in their marketing campaigns. Luxury leather retailer Dooney & Burke features teen actress Lindsay Lohan in its ads and Versace sought out Christina Aguilera to model its couture dresses. Tommy Hilfiger and Ralph Lauren employ gorgeous, privileged teens in a number of their ad campagnes. According to Donatella Versace, teenaged girls "go crazy for luxury these days."

Not only wealthy teens are spending small fortunes on designer products. A number of those that have part-time jobs spend all their hard-earned money on clothes. The average second year university student has an outstanding credit card debt of more than $2000, according to www.Cardweb.com.

Reality shows like "Rich Girls", which featured Hilfiger's daughter Ally, and "The Simple Life" with Paris Hilton and Nicole Richie have also undoubtedly contributed to the way teens perceive their micro cosmos. With role models like the ridiculously spoiled Paris, parents have their work cut out for them.