Identifying Characteristics of the Tween Fashion Consumer Groups

Date
2014-01-01
Authors
Yu, Ui-Jeen
Gam, Hae Jin
Baker, Renee
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Altmetrics
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Twenty-one million tweens in the U.S. market account for $43 billion in spending power. Apparel represents one of the primary purchase categories tweens want to spend their money (Cotton Inc., 2012). Tweens aged 7 to 14, especially girls, are very aware of fashion, enjoy apparel shopping, and feel confident in dressing themselves (Brock, Ulrich, & Connell, 2010). While the tween market has been featured, the prevailing literature on tween consumers is limited, particularly information on tweens with regards to their fashion innovativeness and fashion opinion leadership.

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