Prom Royalty

Consumer Tribe: Prom Royalty

Prom Royalty
Consumer Tribe: Prom Royalty
Keywords: College football; school; personal relationships; social life; travel; parties.

Description of their identity
Prom Royalty is a hyper-localized tribe where college football has excellent relevance. Hence, the tribe comprises high school and college students, many promising athletes and many others who identify as fans.

They build their identity around student life, including the practice of sports, social bonding and careful composition of their image. They use digital platforms to replicate the social class logic that allows them to aspire to a successful positioning according to their age and status. They post images that validate their appearance in aesthetic terms and the accessibility they have to consumer goods and experiences.

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