Fashion has re-discovered the tween market. Chains like Limited Too and Delia’s used to have hundreds of stores that sol…

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

(SOURCE) https://www.instagram.com/p/CYmPC6Xue3T

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