Research: Our Target Audience

UK Tribes is a website explaining how there are many different youth groups or 'tribes' in the UK, these are: Indie scenesters, hipsters, emos, gamers, ravers, townies, get paid crew, chavs, trackies, blingers, DIYers, street rats, rahs, trendies, casuals, boy racers, craft kids, geeks, young alts, scene kids, sports junkies, metalheads and skaters.

Our target audience will be, according to this website, the Urban group which consists of Blingers, Boy racers, Trackies and Get paid crew.

This is how the website describes Blingers, which we agree will be our target audience.

They’ve taken more knocks than most tribes in the last decade, but the Blingers remain strong, loving the weekends and (over) dressing to impress.

About

Even in these recessionary times, Blingers love their credit cards and are likely to spend half their week's wages on a Saturday night out. They prefer to consume rather than create, living for the weekend before returning to respectable, if run-of-the-mill jobs, and are highly influenced by celebs. In the late 90s and early 2000s, blingers were a robust Tribe (think Diddy in his outsized mink coat), but in these more modest times are sometimes seen as too gauche and as a result have been ridiculed for their ‘faux gangsta’ style. This Tribe appears to be shrinking, especially as homegrown UK trends have become more influential than American ones among urban and urban-influenced youth – but the Tribe still has some traction among younger youths. Blingers are ambitious in terms of career, but while entertainment and media would be the number one choice, in reality they work in many different kinds of jobs.

They like to listen to US party hip hop and R’n’B – with a bit of UK dubstep or bassline thrown in (think the sound of the town). Clothes are all about accessible excess – true to their name, they like lots of bling (often Prada or Stone Island acquired from the local market) with large watches for the men and Swarovski crystals and imitation Gucci bags for the ladies. Second-hand fashion and geek chic are completely alien to them. They like a ‘box fresh’ look and wear a mixture of sports and designer wear – think Nike, Evisu, Rocawear, Armani and Hugo Boss. The look is essentially dolled-up townie. Shopping centres like Westfield are a dream come true for this lot.
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This video shows the Blingers image and personality, it points out stereotypical Blingers such as Jay-Z.

These images show the Blingers main brands and leisure time activities.

Tribe Icons

Chris Brown, Jay-Z, Rhianna, Beyonce, Barack Obama, Russell Simmons

Alternative Names

Wide Boys, Large

This shows how Blingers are obsessed with owning the best brands and being in the know before anyone else.

Jess & Becky

Target audience