The target audience of Unionbay’s “Generations” campaign is young adults age sixteen to twenty-four. The purpose of the campaign is to reinforce Unionbay as a brand of alternative sportswear/casual wear for teens and young adults. The strategy of the “Generations” campaign is to continue to associate Unionbay with a positive message and imagery of teens and young adults. The creative uses words of wisdom from older kids to emphasize the opportunity of youth. The mesage of “the Flow” is that life moves very fast, and to experience and enjoy all that the present has to offer.

The value of Unionbay advertising in the fashion industry is Unionbay’s uniquely positive reflection of teens and young adults: happy, healthy, confident individuals.