- For the first time ever, John Lewis creates a dedicated Tween fashion range
- Just 27% of parents have total control over tween outfit choice and more than half of parents have bought clothes their tween refuses to wear
- YouTube and TikTok wield powerful influence on youngsters’ style
Stroppy, rebellious teens are as old as time – but John Lewis has identified a new kid on the block.
Welcome to the Tweenager – the suddenly independent 7–12-year-old who wants their style opinions to be seen and heard. With much greater access to social media, tweens now have a sophisticated knowledge of brands, and are more likely to reject clothing chosen for them by parents.
A recent survey of 1000 parents of tweens conducted by John Lewis reveals that 72% of parents accept they do not have total control over their tweens’ style, with 53% having bought something their child refuses to wear. However, more than half (55%) of parents are happy to let their tween make their own fashion decisions. Age 7 was the most popular age for when children start to refuse clothing choices and have their own views on fashion and their personal style.
To appeal to this new, savvy demographic John Lewis is overhauling its childrenswear collection for Spring/Summer 2023. For the first time ever, in-house designers have created a dedicated Tween collection – aimed at ticking all the right style boxes for 7–12-year-olds.
Spearheaded by new Director of Design, Queralt Ferrer, the fun, cool 90s-inspired collection (think oversized hoodies, wide leg cargo pants and tie dye galore) reflects customer insight that tweens are not interested in shopping younger collections – they want to express themselves entirely differently. Alongside this, Ferrer has also overseen a refresh of the full own brand childrenswear range aged from two up.
Besides the new own brand collections ten new fashion brands will launch this year, adding to the wide range of brands already available at John Lewis, giving children and Tweens the curation of products that they really want. Whistles, Nike, Jack & Jones, Vans, Crocs and Mango kids successfully launched late last year and new brands launching include; Mintie by Mint Velvet, Ted Baker and Only. Placing popular tween labels alongside a more modern John Lewis own brand aesthetic.
Director of Design, Queralt Ferrer, said: “This new season brings a new energy to our childrenswear range; there has been a focus with the team to create collections that not only feel relevant and stylish but that also spark joy in the child wearing them. I am excited to see our mini-customers’ reactions and to celebrate their own individuality and style.”
Mintel predicts that the children’s market will grow to £7.3bn by 2027 – up from £6.8bn in 2022. John Lewis is a destination for nursery in the UK, this focus on childrenswear will see 2,100 new lines added to the own brand collections and ten new brands launching, ensuring the brand is there for families as they grow.
The survey shows that friends (76%) have the biggest sway over tween style choices, with half of youngsters also inspired by their favourite TV shows. And the power of social media is ever-growing, with 49% of children influenced by their YouTube heroes, and a third by what they see on TikTok.
Dr Dominique Thompson (author of ‘How to Grow a Grown Up’) believes that fashion choices are an arena in which tweens and their parents can bond and embrace ‘clothes shopping with your Tween as a creative experience during which to build life skills’ is likely to make it much more fun. She added: “With 55% of those surveyed already happy to let their child choose what they wear, this generation of parents is definitely heading in the right direction when it comes to acknowledging that clothes and style are a positive and playful way for Tweens to build their confidence and express themselves.”
In addition to the new Tween range, John Lewis is to shortly announce plans for innovative, interactive in-store programs to help children and parents navigate their way through the minefield of internet safety.
This focus on families is as part of the new customer promise to be there ‘for all life’s moments’. Katie Jordan, Head of Childrenswear, commented: We understand that our customers have different clothing needs for different life stages, so we have reinvented our own brand range to reflect this, with the introduction of our tween collection alongside brands like Whistles, Crocs and Vans. It will truly bolster the choice available to our customer, for any life moment.
Tweenagers in 2023 vs 1998
1998 Remote controlled cars vs 2023 Drones
1998 Blow up chair vs 2023 Gaming chair
1998 Aliens vs 2023 Slime
1998 Pedal pusher vs 2023 Cycling shorts
1998 Jelly shoes vs 2023 Crocs
Notes to Editors
New brands launching across childrenswear: Mintie by Mint Velvet, Ted Baker, JoJo Maman Bebe, Petit Bateau, Name It, Only, Brothers & Sisters, Brand Threads & Jack and Jones and Gap (launching later this year)
