General Forum

Re: DK Business survey confirms Young people under 40 turn their back on B&O

Tod Daniel — Sun, 06 Feb 2011 20:26:06 GMT

Upon visiting Apple shops in Liverpool, Manchester and London, you only have to see the crowds of young people ravishing the shops! like it or not, B&O have to make the BS8 available in APPLE UK shops in order to show the name, design and product to young people.

I remember in 2005 walking into B&O of York with 2 friends after a basketball game at York University and the owner looking horrified that these 'gangsta youths' were in his shop and was very uncomfortable (maybe it is because we are 6ft3 upwards) but hey, he was very happy an hour later when I signed for a BV6 complete with DVD1.

Another mistake is the in car market. Lovely systems but tell me who buys a 160k Aston Martin or an Audi A8 hardly setting a standard for the environmentally aware younger generation. It is rewarding to see B&O soon in BMW but if they really wanted to appeal to the young, affluent market they would have systems in the young, funky and beautifully made MINI range! I ordered the Harman Kardon system for my MINI and oh my gosh, it's the clearest sounding system i've heard in a car. Imagine the B&O name in the young 20 something's new MINI connected to his or her's iPod. OF COURSE they are going to want to try the BS8 and when it comes to their first apartment maybe, just maybe a new entry level baby BV10 at 3K would be considered. In marketing they use a horrible horrible term called 'From the cradle to the grave' and it's something B&O should consider adapting.

As another example BEATS headphones are the latest fashion headphone. Very cleverly marketing, nice design, beautiful packaging and yes, the sound AMAZING however, the ones that are everywhere on the street and at the gym are £280 and £170 a pair. Clear that B&O could appeal to the young if it was just a little cooler in the way it goes about things.

Being bling bling was never a wise move!

Re: DK Business survey confirms Young people under 40 turn their back on B&O

Tod Daniel — Sun, 06 Feb 2011 19:56:31 GMT

I totally agree with Moxxey. There just isn't the money any more in the UK for the majority of young people. Times are harder now and redundancy is happening to us all. Since graduating from University i've been lucky to enter well paid Marketing jobs, however, i've also been made redundant twice in the last 3 years due to the market.

I also think it's because of pricing with B&O and pricing from all the other brands. I guess it could also be that younger people see products differently. I'm sorry to say that not many 20 somethings that I know have even heard of the brand and when you mention pricing, they simply laugh.

I love the brand but I do think it has become a little vulgar, a bit American Beverley Hills styley. I was at one of their events over the summer and a lot of old people were signing 16K cheques for BV7-55 - I must admit I found the whole thing rather vulgar and little tasteless and decided not to hang around for too long. i think the gold range is B&O's joke to see how stupid some people can be with more cash than class as I really couldn't see how anyone could really take it seriously but hey...

Anyway i still like the brand but I like my iPod and MacBook better for the simple reason they have done more to change the world and give pleasure to many more of us in today's hard hit times!!!

Re: DK Business survey confirms Young people under 40 turn their back on B&O

moxxey — Sun, 06 Feb 2011 04:19:50 GMT

I've said for ages that both B&O and stores such as our local luxury watch store need to figure a strategy aimed at people under 40.

Here in Bath there are way too many peeople, 45+, who have made decent extra income from the property market over the last twenty years. These guys spend all their time in car showrooms, looking at luxury watches, B&O and going on holiday.

Snag is, they've buggered up the property market for everyone below 40 so the same ability to become cash-rich, quickly, isn't going to happen. For this reason alone, people under 40 are forced to be more prudent with their money and spending. For me, they see all these cash-rich people buying B&O, luxury watches and so on and the impression they get from these brands is "more money than sense".

I don't believe that people under 40 do *not* want a luxury watch or a B&O TV, they just do not have the spare cash to afford them. The same property owners who bought property in 1995 for £50,000, selling for £200,000 in 2010 are now bumping up the rent for their tenants. Bath, is a good example. Not only has the cost of property risen dramatically, but as this has pushed potential home owners in to the rental market, rents are now going up too. Wages are not.

Re: DK Business survey confirms Young people under 40 turn their back on B&O

mediabobny — Sat, 05 Feb 2011 23:44:13 GMT

TripEnglish:

I'm about to turn three. So that should skew the results appropriately.

Well, technically, perhaps the average age but not the median..

Re: DK Business survey confirms Young people under 40 turn their back on B&O

TripEnglish — Sat, 05 Feb 2011 23:24:42 GMT

I'm about to turn three. So that should skew the results appropriately.

Re: DK Business survey confirms Young people under 40 turn their back on B&O

mediabobny — Sat, 05 Feb 2011 23:19:57 GMT

Statistics, at least, would back up their statement. Denmark is less than one-tenth of 1 percent of the world's population. To say that results of a survey conducted there are projectable globally would be lunacy. If the survey wasn't done scientifically by a reputable research company the results wouldn't even be indicative of Denmark. What are the age demographics of Beoworld members? Seems that would be a better indicator.

Re: DK Business survey confirms Young people under 40 turn their back on B&O

expoman — Sat, 05 Feb 2011 18:47:53 GMT

Sorry I wanted to write "B&O did not comment because they do not think their image in Denmark reflects their global image" quoted at the end of the article if you can believe the google translation.

So what do Beoworld members think?

DK Business survey confirms Young people under 40 turn their back on B&O

expoman — Sat, 05 Feb 2011 18:43:46 GMT

http://translate.googleusercontent.com/translate_c?hl=en&sl=da&u=http://www.business.dk/detail/unge-forbrugere-dumper-bo&rurl=translate.google.com&usg=ALkJrhh230TpW56hLzv_8-ufiNq9Blfe7g

B&O did not comment because they think the image in Denmark reflects their global image