What Do Tweens Think about Fashion Apparel Brands? An Exploration of Tween’s Perceptions about Brand Personality

Abstract

<p>When preparing advertisements directed towards consumers, it is imperative to know who the target market is and how they view specific brands. When targeting Generation Z tweens, it is crucial to understand who they are as consumers and what they look for in the products they purchase. The Generation Z segment can be described who was born from 1998 and will continue to be born until approximately 2018 (Brock, Ulrich, & Connell, 2010). The word “tween” is a recent term defining the age gap between childhood and adolescence, ranging from ages 8 to 13 (Brock et al., 2010).</p>