Trendy Tweens get their own brand
FASHION-LOVING cashedup “tweens” are the next big demographic that savvy retailers have in their sights.
Brisbane mother and daughter Janine Burford and Jessica Wood saw a gap in the market and recently launched their brand, Harper Bee, with two stores – in Chermside and Toowoomba. Ms Burford said their products, which include clothing, stationery and homewares, are aimed at Gen Z girls – those aged 8-14 – who often have pocket money and are also avid social media users.
“These girls don’t necessarily want things with Disney prints, but they also don’t want plainer things that are too old for them,” she said.
“But they are very particular and on-trend – you’ve really got to capture them.
“A lot of them haven’t felt like they had a shop of their own, and that’s what they want. We thought there was a real opportunity there.”
An IBISWorld report found the Australian clothing market for children up to 14 was worth about $3.4 billion annually.
“Increased fashion-consciousness among older girls and younger female adolescents has resulted in this segment growing as a share of revenue over the past five years,” IBISWorld’s Lauren Magner said.
Overall sales in the kids’ clothing market up to the age of 14 had also outpaced overall growth in retailing.