The Teen Market

 By Bruce Shawkey

Found this interesting article in a 1960s issue of Europa Star magazine. It is an early example of market segmentation:

There is a wide open market for watches specifically designed for youngsters. It appears that in a country like America, 35 percent of present watch owners received their watch before they were 14. Even more important is the teen-age market. It is interesting to note to what extent jewelry manufacturers are paying attention to this market which is not only a substantial one but also a new one. Never before has there been a time when young people of the 14-20 age group had such a spending potential. Although the teenager element spends much of its money on cars and amusements, there is no doubt that jewelers get their fair share of the teenager trade. All young people love adornment. Most young girls are slim and lithesome and it will be seen that the slim line has been incorporated in the range of jewelry created for them: slender gold chains, Victorian lockets, pearl drops and a whole range of miniature charms. Because the young like simplicity, the bracelets and earrings for the young avoid elaborate designs but go in for such amusing novelties as interchangeable initials for the benefit of the fickle-hearted. 

Here another e some article on the teen market from Europa Star magazine: