Fashion has re-discovered the tween market. Chains like Limited Too and Delia’s used to have hundreds of stores that sold spaghetti-strapped tanks and jellied platform sandals to shoppers between the ages of eight and 12 who were too old for the kids’ section and too young to follow grown-up trends. But during the 2010s, tween brands filed for bankruptcy or disappeared entirely.
Now, some retailers believe there’s a new opportunity to access tween dollars, thanks to social media. In recent months, @walmart, Francesca’s and Janie and Jack have all launched tween labels. How are tweens different today, and how can brands avoid Delia’s fate? BoF’s @chavielieber interviewed some tween experts to find out. [Link in bio] ? @limitedtoo #tweenfashion
Now, some retailers believe there’s a new opportunity to access tween dollars, thanks to social media. In recent months, @walmart, Francesca’s and Janie and Jack have all launched tween labels. How are tweens different today, and how can brands avoid Delia’s fate? BoF’s @chavielieber interviewed some tween experts to find out. [Link in bio] ? @limitedtoo #tweenfashion
