UK Tribes launched in 2005 when Channel 4 commissioned Crowd DNA to run a project called TV Glue. Part of this project explored youth culture, offering a tribal breakdown based on the 'social glues' that hold young people together. Since then, more research has been conducted, with young people honestly describing youth culture themselves, so much so that 25 tribes have been created in five segments (Alternative, Mainstream, Leading Edge, Urban and Aspirant).
Using the uktribes.com website, I have been able to define the 'perfect audience member' for my fashion magazine, taking the ‘culturally sophisticated, 16-25 class AB demographic’ audience in the brief into consideration.
Rahs: Mainstream
In 2012 Made In Chelsea was at it’s peak and being a Rah was aspirational – today it’s more often a term of derision…
The Rah stereotype is all about being well connected and well schooled – living the high life at society events and wearing only heritage brands… But the reality is much, much more down to earth. More likely to be found slouching around Uni in sportswear or kicking back in the pub, the Rahs exist but certainly aren’t that aspirational.
Scenesters: Leading Edge
Replacing the recently demoted Hipsters – the scenesters encapsulate everything that Hipsterdom has failed to in recent years.
Setting themselves apart by creating new trends by co-opting fashion and music from accross the Tribal map and blending it with their own individual attitudes. Ever difficult to pin down, they move at lightning speed through youth culture – moving onto whats ‘next’ before it has a chance to become ‘now’.
A combination of Rahs and Scenesters will form my 'perfect audience member' as there are features of both tribes that relate to my target audience. In particular, the 'well connected and well schooled' aspect of the Rahs, and the idea that Scenesters 'move at lightning speed through youth culture'.
Consumers with characteristics of Rahs and Scenesters should appreciate the inspiration for stylish looks achieved with minimal budgets, as they will not only conform to, but create different trends that can be worn every day at university or in the pub.
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