January 20, 02004—An unprecedented Japanese Youth Culture Research Study focusing on 15-25-year-olds was successfully launched, beginning in Tokyo, January 10, by Label Networks, Inc., the global marketing intelligence and research company known for obtaining authentic research from hard-to-reach markets. The Study, which is available by online subscription, offers global brands, agencies, and media with fresh and insightful quantitative and qualitative information about the trends, patterns, opinions, brands, and psychodemographics of youth throughout Japan.

“The differences in Japanese youth culture vs. North America and Europe are spectacular in many ways, says Label Networks President, Tom Wallace. “There are so many people in such limited space that trends morph into one another quickly, which makes it an epicenter for designer inspiration—from fashion to technology. To be truly global, brands need to understand the Japanese youth market on a contemporary and authentic level, because this market also acts as a springboard throughout Asia.

In order to achieve the best results, Label Networks Japanese study takes into account the many cultural changes taking place in the youth market, such as the shift from traditional sources of influence and power such as family and school, to other sources including advertising and entertainment, TV, music, magazines, mobile phones, the internet, fashion, professional athletes, and celebrities. These shifts including cause and effect relationships, are just some of the aspects that will be in the end results.

Overall, the Japanese Youth Culture Study is the next phase of Label Networks’ global youth culture program towards measuring the changing demographics, influences, markets, and opportunities through omnibus research studies throughout the world. Their next step is the launch of a prodigious research program in India in late March. For businesses tracking the shape of the youth market or for future forecasting, subscribing to Label’s authentic, on-going research is a fundamental step for building and embedding successful business strategies in the global youth marketplace.

Discounted pre-order subscriptions are currently available to the Japanese Youth Culture Study. Data-gathering is taking place over the course of the next three months.

The Japanese Youth Culture Study 2004 fields of research include:
• Demographics: Age, Gender, Region
• Fashion: Top brands in Apparel and Shoes, Preferences in Clothing and Shoe Styles, Shopping locations, Spending, Why they wear what they wear, Influences in Style
• Music: Preferences, Why this is so, Influences in Buying Music, Spending Patterns on Music, Downloading and Burning Habits and Opinions, Where they Listen to Music Most
• Sports: Participation, Size of Market, Sports They Want to Learn
• Action Sports: Snowboarding (including top brands and brands they plan to buy in snowboards, boots, bindings, and outerwear), Skateboarding, and Surfing—Sports Participation, Sports They Want to Learn
• Spending: Spending per Week, Spending per Month and why on: Clothing, Music, Mobile Phones, Snacks, Games, Savings, Beauty Products, Transportation, Books, Magazines, Alcohol, Karaoke, Clubbing, Cigarettes
• On-line Spending and Preferences: What They tend to Buy Online
• Video Gaming and Gaming: Favorite Game Types, Why they Play Games
• Food and Beverages: Food types, Spending on Snacks, What they Drink and Why
• Mobile Phones: Usage, Spending, What their Mobile phone Means to Them in terms of Communication, Status, Usage Patterns
• Lifestyle Interests: Free time Interests, Leisure Time Activities, Magazine Type Preferences
• Icons and Role Models: Tracking the changes in icons and heroes to youth
• Influences: Primary influences in Purchasing Decisions of Clothing, i.e. Friends, Brrand, Impulse, Need, Internet, Price
• Advertising: What makes an Ad Most Memorable and Why
• Communication: Where and How they Learn about Trends, How they Communicate and Pass On Information to Others
• Future Concerns: Economy, Environment, Relationships, Education, Family, War, Money, Work, Appearance, Happiness, Health, Success, School, Globalization
• Entertainment and Media: Media Sources for Fashion Trends, Favorite Magazines
• Psychodemographics: Characteristic types based on Personality Traits, Opinions, Self-Descriptions, and Motivations

Beginning February 15, subscribers to Label Networks’ North American Youth Culture Studies from 2001-2003, and European Youth Culture Studies, will also have access to the growing network of results through online subscriptions, including access to historical data, stories, and images.

For questions and inquiries about the Japanese Youth Culture Study or online subscriptions to Label Networks’ other research programs, or for information about proprietary questions or custom research, consulting, and presentations, please contact Kathleen Gasperini or email info@labelnetworks.com; or call +310-745-3005.

About Label Networks:

Label Networks, Inc. is the leading youth culture marketing intelligence and research company covering the most trendsetting subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, authentic research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible team of Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and media about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Clients: Vans, Harley-Davidson, LG, Footlocker, Siemens, Fox Sports Network, Braun, Salomon, Nike, Levi’s, Quiksilver, Billabong, DC Shoes, Globe/Gallaz, Xbox, Ford, Columbia Sportswear, Braun, Creative Artists Agency, Immortal Entertainment. Contact: Label Networks, Inc.; 6230-A Wilshire Blvd. #72; Los Angeles, CA 90048; (310) 745-3005; info@labelnetworks.com; www.labelnetworks.com. ###