Role in Youth Consumer Culture Zoo
Zoo Magazine is known for its impact on the youth consumer culture in the 1980s and 1990s. It had a unique position that allowed it to influence what young men wore, read about, and desired to own. In this article, I will explore how Zoo magazine became a significant player in the world of fashion, music, and lifestyle trends during this era.
Zoo's Beginnings
In the late 1970s, Zoo was created by David Hieatt and Paul Gorman as a monthly publication catering to a niche audience of British males aged between fifteen and thirty-five. The magazine featured articles on various subjects, including film reviews, interviews with celebrities, and discussions on popular culture. However, one of its most notable features was product placement and endorsements from brands like Levi's, Nike, Adidas, and Converse. This strategy allowed Zoo to generate revenue while simultaneously promoting products that young men wanted.
Influencing Youth Culture
One of the reasons why Zoo was so successful was its ability to identify emerging trends and promote them through editorial content. For example, in the early 1980s, Zoo highlighted the popularity of punk rock bands such as Sex Pistols and The Clash. It also showcased new styles of clothing, including ripped jeans, leather jackets, and mohawks. These were all staples of the punk subculture, which gained widespread acceptance among young people across the globe.
Another way Zoo influenced youth consumer culture was through its coverage of electronic dance music (EDM). The magazine published interviews with DJs and producers who had become household names in nightclubs, such as Frankie Knuckles, Larry Levan, and Danny Tenaglia. Zoo's coverage of this genre helped it gain credibility within the EDM community and attract more readers interested in this type of music.
Zoo's Impact on Fashion
Perhaps no other area was impacted by Zoo as much as fashion. In the late 1980s and early 1990s, the magazine featured articles on streetwear trends, including oversized t-shirts, tracksuits, and sneakers. It even started a column called "Zoolander," where it profiled stylish men from around the world. This column introduced readers to new designers and brands that they may not have known about before.
Zoo's Legacy
While Zoo ceased publication in 20010, it left behind an indelible mark on youth consumer culture. Its influence can be seen in today's fashion industry, where streetwear remains popular among young people. Many of the brands that Zoo promoted in its heyday are still thriving, thanks to their association with the magazine. Additionally, many magazines have adopted similar product placement strategies in recent years, recognizing the value of integrating advertising into editorial content.