Chavs have a positive effect on business in the UK

'Chavdaq' is a word that may become more familiar to you over the next year, as businesses sit up and take notice of the shifting demographic of their client base.

Sales of goods can be affected by the appeal of their brand to niche consumer groups.
There are two types of consumers coming to the fore, the first being Chav's, who sport this seasons must have bling or faux-sportswear and matching tracksuits, in many cases openly displaying their 'wealth' in the form of rings, gold chains, new white shoes or plaid caps, shirts and bags.
Prav's are also on the rise, preferring to mention to all and sundry the cost savings they have achieved on an item.
Both consumer types are fuelling a rise in the fortunes of sportswear and discount clothing stores.

Chavdaq.co.uk has been formed to track chav purchasing trends, highlighting companies that are leveraging off chavdaqtivity (by adjusting to the spending pattern of the chav and offering a targeted product) and those who are losing their brand image as a result.

Marketing agencies are the authors of their clients destiny, with many employing 'celebrities', some of whom are chav role models to promote their clients goods, directly affecting the positioning and brand in the marketplace.

Chavs have a positive effect on business in the main and this effect is likely to continue well into the future.