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About<br />Young Alternatives is the gateway tribe to the Alternative and Leading Edge scenes and is a massive group who snap up all kinds of media and accessories.<br /> <br />Leading Edge kids are the main focus for youth marketing, especially kids from the three specific tribes Geeks, Indie Scenesters and Hipsters, as they have a huge influence on popular culture but they are very hard to predict. Overall the segment are fairly grown up and are hugely influential within certain genres or music and fashion. The tribe my target audience were put into are described as fans of guitar music that love it, with or without the cool cachet and they like to stay ahead of the scene on the web. As well as the Leading Edge segment I think that my target audience also fits into the Alternative segment as they are sometimes rebellious but don’t have a specific focus. Although they do conform with peers, they keep an open mind about music and fashion. They like to be different together. The tribe is mainly made up of white working and middle class kids, who make up a huge proportion of teens in the UK that want to be different from others. Some alternative brands have achieves huge success, with brands including Vans and Converse. Tribes within the alternative segment love music and their social activities are based online. New trends usually emerge outside of the segment but the main way to market towards these kids is through social media and genre specific magazines. <br />