Geppetto’s Sonya Schroeder reveals how to catch the attention of tweens.
LOS ANGELES — They aren’t kids, but they aren’t teens, either.
They are tweens. They are between childhood and their teenage years and they have one foot in each of those worlds. Tweens are stressed out and they are on the hunt for their individuality, but want to fit in and be like their friends all at the same time.
The tween years can be hard, since they are trying to find out exactly who they are, but when it comes to style, they seem to know what they want. For companies trying to capture the 10- to 12-year-old customer, there are a couple of factors to keep in mind: These are passionate consumers and they tend to be group followers of trends.
That’s according to Sonya Schroeder, senior strategic planner at The Geppetto Group, a full-service advertising agency dedicated to the children and teen markets. The agency works with a series of companies, in and out of the fashion industry, including McDonald’s, Crayola, Lego and Nike.
Schroeder said while teens are generally more confident when it comes to creating their own trends, tweens are not so confident.
"A perfect example of a tween is that she is in her pajamas, hugging her teddy bear and calling her best friend to bitch," Schroeder explained. "She’s not a kid, but not a teen either. She’s stuck in the middle of both worlds."
Schroeder said brands that appeal to a tween tend to have a playfulness about them, such as in the Hello Kitty and Paul Frank brands, which are both based on fun and colorful characters.
In the cosmetics category, the tween girl is attracted to items that contain a type of shine, shimmer or glitter, as well as lip glosses enhanced with flavors.
"Take Hard Candy, for example," she said. "I am not sure they were thinking so much into this when they came up with the name, but the ‘Hard’ part of the name seems to be geared to a teen while ‘Candy’ is playful and colorful for a tween. So, it seems they have done a good job attracting both of these groups."Overall, she said, when targeting a tween audience, aiming high is key. They want to be older and younger all at the same time, but usually, whatever they see a teen wearing, they also want to wear it.
Style to a tween
Brand is more important than style.
They are fast followers of trends.
They look for admiration over standing out in the crowd.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)