An overview on Trendsetters' profile and expectations, produced by Youngberry, a youth research and marketing agency.

1. TRENDSETTERS
IN THE
MIDDLE EAST
An overview of trendsetters’ profile and expectations
Report Release Date: May 12, 2011
Presenter: Tarek Kassar, CEO of Youngberry

2. IN PLAIN ENGLISH
Wikipedia’s definition to “Trendsetter”:
An early adopter or lighthouse customer is an early
customer of a given company, product, or technology; in
politics, fashion, art, and other fields, this person would be
referred to as a trendsetter.
Youngberry’s definition:
A trendsetter is a customer or consumer who is ahead of
the curve and real influencer on the mainstream. We
believe they are the mayors of the “Street Creds*”
*Street Credible: credibility among fashionable urban individuals.

3. TYPE OF TRENDSETTERS
In the Middle East, trendsetters are of two types:
1. A rich customer who adopts and purchases a lot of new
products to motivate the surrounding community to
follow him/ her in at least one product without any
allegiance to any particular category like car, mobile,
clothe, etc...
2. A special customer who has voice and opinion on things
and share it with the community surrounding him/ her (or
even nation-wide) through various media tools like
newspapers, blogs, or even social networks in order to
influence on one category he /she is most into.

4. LIFESTYLE
There are two main characteristics in a trendsetter:
Trendsetter uses his/ her leadership abilities on the fly.
His / her lifestyle differs from the rest of the mainstream
and this is how he/she desires to position himself / herself;
whether he/ she understands "personal branding" or not.

5. EXPECTATIONS
1. Social Status - the trendsetter wants to be positioned best
among his/ her peers and rest of the community. The
internal motto: Be always the first and most unique.
2. Empowered Voice - the trendsetter is confident about what
he/ she says and wants. An empowered voice is the ability
to state an opinion to the brand managers. Also, such
empowerment can can maintain continuous, direct
relationship with the “informative people”.
3. Access - the trendsetter wants access to the newest and
latest trends in the U.S. and Europe. Also, such access can
help brand managers identify whether their product can
get the “Street Cred” or not.

6. PERCEPTIONS
A trendsetter wants to be perceived as:
1. Self-Actualizing person
2. Qualified leader
3. Champion in the field
4. Advocate of what he / she says

7. SAMPLE PROFILES
Noor Al-Naimi:
A fashion stylist and passionate writer who covers
celebrity fashion trends and style at HAUTEMUSE
magazine. On her personal blog, Noor influence the
region’s fashion enthusiasts and stylists. Her blog is
(http://celeb-style.blogspot.com)
Rita El-Khoury:
A pharmacist by day, mobile obsessed writer by night. Rita
is an influener blogger who started writing reviews on her
personal blog and then moved to writing for one of the
world’s most renown mobile news and trends magazines.
Rita’s profile can be found on her personal website
(www.ritaelkhoury.com)

8. THANK YOU
Wanna know more?
Request a 1/2 day presentation to provide you with more
in-depth information.
Wanna start engaging with regional trendsetters?
Hire us to put your trendsetters’ engagement strategy
or effectively engage with them on your behalf.
tk@youngberry.com
Wanna read more reports?
We invite you to visit our website: www.youngberry.com