As John Lewis launches its first dedicated tween fashion range, the retailer shares findings from a recent study it conducted with 1,000 parents of 7–12-year-old Tweenagers. With greater access to social media, tweens now have a sophisticated knowledge of brands. They are also more likely to reject clothing chosen for them by their parents.
Key findings from the study show that 72% of parents accept they do not have total control over their tweens’ style, with 53% having bought something their child refuses to wear. However, more than half (55%) of parents are happy to let their tween make their own fashion decisions. Age seven was the most popular age for when children start to refuse clothing choices and have their own views on fashion and their personal style.
The survey also shows that friends (76%) have the biggest sway over tween style choices, with half of the youngsters also inspired by their favourite TV shows. And the power of social media is ever-growing; 49% of children are influenced by their YouTube heroes, and a third by what they see on TikTok.
To appeal to this new, savvy demographic, John Lewis is overhauling its childrenswear collection for spring/summer 2023.
For the first time, in-house designers have created a dedicated tween Collection targeting 7–12-year-olds. Spearheaded by new Director of Design Queralt Ferrer, and taking inspiration from the 90s, the collection reflects customer insight that tweens are not interested in shopping younger collections. They want to express themselves entirely differently. Alongside this, Ferrer has also overseen a refresh of the full own brand childrenswear range aged from two years up.
Besides the new own brand collections, 10 new fashion brands will launch this year. Whistles, Nike, Jack & Jones, Vans, Crocs and Mango Kids successfully launched late last year. New brands, meanwhile, include Mintie by Mint Velvet, Ted Baker and Only.
“This new season brings a new energy to our childrenswear range,” says Ferrer. “There has been a focus with the team to create collections that not only feel relevant and stylish but also spark joy in the child wearing them. I am excited to see our mini-customers’ reactions and to celebrate their own individuality and style.”
Mintel predicts the children’s market will grow to £7.3bn by 2027 – up from £6.8bn in 2022.
In addition to the new tween range, John Lewis is planning interactive in-store programs to help children and parents with internet safety. This focus on families is part of the new customer promise to be there ‘for all life’s moments’.
Commenting is Katie Jordan, Head of Childrenswear. “We understand that our customers have different clothing needs for different life stages. So, we have reinvented our own brand range to reflect this with the introduction of our tween collection alongside brands like Whistles, Crocs and Vans. It will truly bolster the choice available to our customer, for any life moment.”
