1. Olivia Kelly

2. Aspirant mainstream is made up of
both Rahs and Trendies. They are an
open-minded tribe, willing to socialise
and interact with other tribes. They
attract a large amount of young girls
due to its wide ranging tastes and
fashion sense, as money is not a
concern, freely spending it on
themselves and others. Aspirant
mainstream kids indulge in big name
brands such as Topshop and American
Apparel. Magazines and billboards
play a large part in marketing both
their music and fashion. However,
social media is their main source in
picking up on the newest trends and
celebrities are a huge influence on the
aspirant mainstream scene – jeans,
bags and make-up are must have
essentials for them.
Rahs are either loved or hated by
other tribes, with icons such as
Aspirant Mainstream
Peaches Geldolf. Their often upper-
class roots have been over-
shadowed by the birth of cool in Emerging from slightly less upper-
the past, however in recent years it classed backgrounds, Trendies
is something to now brag about. are self-consciously fashionable.
They have a showy fashion and Their relatively ahead-of-the-
large, over-powering personalities. curve fashion is either admired
They dip in and out of both the and bought by others or simply
indie and urban scene within their loathed. Trendies are usually
large clans. overwhelmed with money,
embracing this lifestyle involves
serious spending power for their
well-researched taste and
vintage clothing.

3. Mainstream has more recently
become known for the likes of
the Casuals, the Boy Racers and
the Sport Junkies, as more
recently, Mainstream is slowly
becoming one of the less
popular tribes. Rather than
choosing to get along with
other tribes, they are quick to
judge others and criticize those
who wish to stand out from the
crowd, they’d rather opt for a
well known sports brand instead.
Probably the best ways to
appeal to a Mainstream
Townies differ to Casuals as they are more likely to be seen where audience is through TV, radio
and the internet, for things such
other tribes may be, for instance the high street. Casuals are more
your stereotypical view, such as football and drinking. Chavs are as socializing and entertainment
purposes.
the proudest of the lot, they enjoy their ‘tacky’ sense of fashion
and their rowdy behaviour, whereas Street Rats are the less proud
tribe.
Although Ravers are the party-goers, their tribe
has become more about the alternative scene.
Boy Racers are ‘loud and proud’, they enjoy their
fast cars and bass music, rather similar to the likes
of the Sports Junkies. Neither are afraid to let go
of the friends who ‘sell out’.

4. Trackies may
appear intimidating
from first glance,
but their
personalities tend to
Youtube, be much more
MySpace and friendly, laid-back
Facebook are and open minded,
considered they merely enjoy
essential to consuming music
and film with their
memebers of friends. The US
the Urban tribe. scene such as its
music and icons
are the main
interest for the
Blingers, therefore if
this means
spending money on
the biggest labels,
then they will, even
though they are
There is usually a particular pattern; the DIY-ers who create the known to be
image and the ones who buy in to the tribe like Blingers, Get Paid mocked for their
Crew and Trackies. The Urban scene such as its fashion and music is materialistic
usually developed into mainstream publishing and TV, but the attitude.
primary members of the tribe like to get their inspiration from their
environment around them, for instance in clubs and surrounding
social network sites. The traditional working class is represented within
the Urban tribe through the Get Paid Crew; their
main driving force being money. DIY-ers are said to
have more of an understanding of themselves and
their culture, they tend to be more independent
and original with both the music they listen to and
movies they watch.

5. Alternatives tend to be rebellious, often New fashion trends
conforming with their peers, yet are open- emerge usually from
minded about their music interests and their outside the Alternative
fashion – they are determined to be different, scene, regularly finding
interested in Alternative brands such as influence from magazines
Converse and Vans, also Kufiyas. Usually the and social media, however
tribe is made up of both working and middle peer influence is also
class kids, they are passionate about music and important.
often their friendship groups, tastes and general
interests are largely defined online.

6. Geeks and Hipsters are classic hit-makers in the Leading Edge tribe. They
tend to be fairly grown up, it takes time and research to grow into an expert
of the Leading Edge, often sharing this with the younger generation. They
often see the wider picture and have an awareness of cultural influence
becomes apparent with age and knowledge, particularly with specific
genres of music or fashion.
Leading Edge contains a small
sub tribe called the Craft Kids,
they are extremely influential
on fashion, food, and creativity
usually expressing their interests
through their blogs and ideas.
Making and sharing is
important to them, they are
keen on recycling, knitwear
and art, all of which making
them recognisable within the
Hippy tribe.
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