Tween and Teen Fashion

Tweens--Kids between 10 and 12. Even 13-- and 14--year-old kids are going for more cutting-edge looks now. There is a growing demand in the youth demographic for more sophisticated style.

Millennials--Young adults between 12 and 21, who, according Lee's research, have a very different set of values than the last big youth wave, Generation X. Lee's studies indicated that the current generation of kids value people above money and material things, crave authenticity, and have a true understanding of value.

Connecting with teens was the topic of discussion at the WWD/DNR Teen Apparel Conference in L.A. Teen marketing guru Jonah Disend, shared these fundamental teen attitudes with conference attendees. Kids, what do you think? Contact me judith@conselle.com.

Teens don't necessarily live in the world of fashion that we know. What they buy has to make it in the hallway, not on the runway.

2. You can't catch me.
Labels that try to keep up with the fast-paced tastes of teen won't succeed. Relax and try to create trends rather than slavishly follow them.

3. You're not the only brand in my life.
Teens--and most consumers in general--are brand-promiscuous. Make sure your brand can "play well with others" and that your apparel can blend with other looks and lifestyles.

4. I make my own style--and it might not make sense to you.
Harbor no preconceived notions about teens' tastes; they are constantly evolving and mixing influences.

5. Don't try to define me.
Teens are like snowflakes--no two are alike. Look for shared values among teens, not necessarily shared characteristics.

6. Don't try to be my friend.
No matter how cool you are, you are not a teen. They are teens, and you are not. It's your role to be a parent, teacher, consultant--and it's all right.

7. I want to see all types of people.
Over-embrace diversity; a lot of teens complain that imagery put forth by apparel companies is too homogeneous.

8. Don't try too hard.
It's obvious to teens when a company is trying to be cool by attempting to speak in teen language. Before any marketing is approved, do a sense check.

Contact Conselle. Let us know what you think, what you need, what you want in the way of clothes and grooming.