The FCA had to change its image a bit to attract the youth market. At one time, its products centered on the FCA name. Taking a style that appeals to snowboarders and skateboarders, the organization is hoping to be able to reach more youths with its message. The organization is moving toward a style focus that appeals to youths and lets them know that FCA is seeing things on the same level. We were more internally focused before.
Youths are able to make more choices today when it comes to products.
Disney's Hensleigh explains that there are more things being produced and developed for children. Youths now have entire television networks to appease them, along with home video games, CD-ROMs and the Internet. There now are multiple media available at their disposal. With this range of media, Hensleigh says that youth only will become better consumers because they will be learning from an early age how to make choices. Also, with the interactivity and personalization that much of today's technology allows to children, the more important it will be for companies to maintain a relationship, keeping with that personal connection.