Marketers categorise tweens as 9-12 yr old prepubescent children
considered 'too old for toys; too young to kiss', as the saying goes.
These so called in-betweeners are the new focus for marketers and
product developers everywhere. But who holds the reigns of power?
Alarm
bells do start ringing when we hear of industry directly targeting
kids, but it can also be seen as industry languidly waking up to the
reality that kids are far more informed, aware and have greater
decision-making power than any point in history.
The shift of
power (lets call it information) has been, in part, a result of the
Internet and the ease of accessibility to global information on people,
places, fashion, technology, trends, movies, books etc.
Also in
part to do with a world obsessed with the media and social networking
platforms. The 'look at me' culture that is the crux of social media,
has put even more pressure on tweens, those who are conscious of not
wanting to be seen as child-like, venture further along the tween and
into the teen world in order to find a more adult version of themselves.
Even
the tween age category traditionally 9-12yr olds is being stretched to
as low as 6yrs old by the wireless communications industry which is keen
to tap into kids born into the digital age.
Last year sales in
the youth-orientated electronic toy market grew by 36% to nearly
US$700m. Hasbro is the leader in the US market with their ChatNow
Communicator. A walkie-talkie on steroids, a phone that lets tweens send
text messages, take digital pictures, and call friends, as long as
they're within a two-mile range. ChatNow has been flying off the shelves
to the point where both Walmart and Amazon are out of stock.
There
are more than 20 million tweens in the US, so not a market to be
snubbed at. One person who has seen the opportunity is Michael Rayden
the CEO of the US clothes brand Justice, which has recently squashed the
mighty Target as the tween-girl apparel favourite. How has he managed
to enchant this demographic where most other retailers are struggling?
By creating a brand that genuinely understands and speaks their
language.
How? Firstly, by designing clothes solely for tweens
instead of scaling down adult versions, Michael says "... because the
last thing a 10 yr old girl wants is to look like her mum". And
secondly, "... giving them an experience by creating an environment
where they can play - they're still kids! They are encouraged to try on
the accessories with their friends, whilst being surrounded by bright
colours and music videos means they get a feeling of belonging and feel
good about themselves".
Article Source: http://EzineArticles.com/7949005
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