UK Tribes

UK Tribes

ASPIRANT

Leading edgeAlternative

UrbanMainstreamBlingers-are living the local high life its all about TOWIE inspired body-con, fake tan and VIP service.For Mainstream Tribes its about lifes simple pleasure - fun, friends and keeping it localThey look to commercial entertainment channels for influence, they prefer to stick with whats safe rather than rock the boat.They are more than happy with readily available high street influences. Capital FM and Radio One, Miss Selfridge and Burton, Heat magazine, FHM and Nuts.Mainstream Tribes are among the most loyal of all both to their friends and family. Theyre also fiercely proud of their local area.Chavers- are bass-loving boys and girls, the last ones standing on the dance floor and partial to casual drug culture.Townies- one of the most resilient. They want to stay local and live for the weekend, adventure and enjoy creature comforts. Fan Girls- Heavily female-biased Tribe who are passionately devoted to pop icons and twitter.Chavs- their image is increasingly positive as perceptions shift and the Chav look inspires Leading Edge trends.Sports Junkies- most aspirational of Mainstream Tribes, dedicated to sporting achievement and prepared to cut out friends and habits that stand in the way.AspirantNew Casuals-are football mad lads with a love of underground club music and understated fashion but will move to the next thing once it becomes predictable.From European city breaks to seeking out the latest clubs and labels, Aspirant Tribes are in pursuit of the irresistibleLiving for the moment, Aspirant Tribes know the look, music and lifestyle they want and will spend big in order to get it! Its about keeping up with whats cool but without all the hard work of creating it themselves. They spend summer holidays hitting the festival circuit, concept store, art gallery or nightclub, they want to be the one to have seen it first and post it on social media.They are big consumers with strong brands. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. Appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.Trendies-are driven by beautiful things and beautiful people, they love fashion and are always looking for the next big trend!Rahs-are well spoken and well connected, proud of their roots and love heritage brands from Barbour to Ralph Lauren.Leading edgeThe Leading Edge used to mean older Tribes (it takes time and confidence to become an expert!) but increased access to smart devices means segment are getting younger and more diverse anyone with determination and an original idea now has the platform to be heard online.Influencers living for the new and now always changing and switched on to the next thing...Leading Edge Tribes are proactive scene leaders that live for the new and now. Make music, publish magazines- these guys work with other Tribes, develop contacts, share ideas and set the agenda.Creatives-strongly oppose the traditional 9 to 5 lifestyle. Theyre dedicated to pursuing their craft, creating and developing new ideas.DIYers- are making waves from their bedrooms, skilled with low-fi tech and enjoying the ever-increasingly popularity of the electronic dance scene.Tumblr Kids-are the youngest of Leading Edge Tribes, highly influential and attuned to the coolest brands. Use online blog to visually document their lives, expressing themselves through striking images.Indie Scenesters-are proper musos, fans of electronic, urban and of course indie sounds theyre fully committed to staying ahead of the curve.UrbanUrban sounds and styles dominate the mainstream and mean big business. Connected by inner city living, confident style makers and attuned to the underground sounds. Urban Tribes provide inspiration for the Leading Edge and from here, all other segmentsThe Urban segment is intrinsically linked to inner city living young people living in busy multicultural hubs, with rich and varied influences, where wealth and poverty sit side by side and with access to the latest sounds, clubs and fashion.Trackies-are laid back enthusiasts motivated by the need to chill, whether thats gaming, watching films or listening to music.Stylers- love RnB house and have an eye for the finer things in love. Its about modern status symbols such as the latest iPhone.Urban Tribes are strongly influenced by what they see and experience in their immediate environment many cite family, church and the local community as huge influences. Many Urbans identify themselves with a specific area in the city such the grime duo Newham Generals or gangs across big cities.Urbans are best known for music . Members are proactive in their search for new sounds, getting behind new releases, picking up digital mix tapes and sharing them with their social networks. Get Paid Crew- are highly aspirational, driven by money and being their own boss.AlternativeNerds-are having their day the Internet gives them unparalleled access to pop culture and Nerd icons are taking over screens around the world.Eschewing the mainstream and what it stands for, for Alternative Tribes its about authenticityAlternative Tribes are driven by the need set themselves apart from the mainstream. Theyre determined to be different but do it together.Internet culture means the alternative lifestyle has never been so accessible or so popular. Alternative tribes in particular define their tastes, friendship groups and activities online more than anyone else.Young Alts-are just starting out they are big consumers of every source of Alt inspiration they can get their hands on, from Kerrang! to Neflix and SpotifySkaters-are one of the few activity-based Tribes, enjoying their new cool status as Skater trends become embraced by the Urban, Leading Edge and Aspirant Tribes.Emos-andScene Kidsare both motivated by US rock scene and Americana icons, yet differ in terms of their outlook. For Emos, its about expressing yourself through music, while Scene Kids are more preoccupied with having fun and boozing with mates.Hardcores-have a serious affinity with a screaming genre of punk and the straight edge scene wearing their distinctive tribal tats and turn-up look with pride.Alternative Tribes are passionate about music, sharing an appreciation for live music and independent record shops its all about authenticity and being real. Alternative segment is motivated by a need to be themselves, nothing more, nothing lessMy perfect audience memberTumblr kids are part of the leading edge tribe- They are highly influential and accustomed to the coolest brands. They use online blogs to visually document their lives, expressing themselves through striking images.My perfect audience member would be part of the :Trendies- are part of the Aspirant tribe- They are driven by beautiful things and beautiful people, they love fashion and are always looking for the next big trend!

Stylers- are part of the urban tribe- They love RnB house and have an eye for the finer things in love. Its about modern status symbols such as the latest iPhone.