Although there are some good reasons why brand clothing doesn't affect teens, there are more reasons why they do. Most research shows that fashion branding impacts young people because it can cause insecurities and uncertainties brought by the transition from childhood to adulthood. Teenagers are at an awkward stage and feel insecure about their place in life and their appearance, and these branded clothing advertisements do not make teenagers feel confident in their skin. Most people are insecure about at least one thing, whether it's body image, intelligence, or sexuality, and for most teens, those insecurities stem from the clothes they wear. It's not just about the branding of the fabrics themselves, but also about the advertisements displayed by these brands. These ads exude sexuality with gorgeous and too perfect models. When teenagers look at these billboards and posters at the mall they become insecure about the way they look and perceive themselves. Teens try to make their skin look like the airbrushed skin on models or go on diets so they can be thin and look exactly like the model in the dress. Companies capitalize on teenagers' old insecurities and self-doubts by making them believe that to be truly cool, you need their product (Media Smarts). Fashion marketers such as Calvin Klein, Abercrombie & Fitch, and Guess use provocative marketing campaigns featuring images of incredibly thin, fit, beautiful, and highly sexualized young people that can contribute to feelings of body hatred and self-loathing. (Intelligent Media). These young teenagers don't have the chance to look like these airbrushed, anorexic models, yet they still try to look like them. When they see that... middle of paper......//www.psychologyandsociety.org/__assets/__original/2012/01/McDermott_Pettijohn.pdfMedia Smarts. (n.d.). Marketing and consumerism: special issues for pre-adolescents and adolescents. MediaSmarts. Okonkwo, U. (2006). Luxury Brands and Celebrities: An Enduring Love Story on Branding. Retrieved from http://www.brandchannel.com/papers_review.asp?sp_id=1234Plantinga, T. (2001, June). Not anyone: A brand-based approach to identity. Retrieved from http://www.calvin.edu/academic/philosophy/virtual_library/articles/plantinga_ted/not_nobody_a_brand_name_approach_to_identity.pdfReagan, C. (2013, May 30). Teen anxiety: Retailers fight for relevance. Retrieved from http://www.cnbc.com/id/100774191Souiden, N., & M'saad, B. (2011). Adolescent girls in a modern conservative culture: The impact of their social identity on perceptions of brand symbolism. Psychology and marketing, 28(12), 1133-115.