Shopping for tweens has always been tricky, but new brands are stepping in to help. With 68% of 8-12-year-olds influencing their parents’ purchases, according to YPulse, tweens are more autonomous in their shopping choices than ever before. The girls especially, influenced by older Gen Z and social media trends, are looking for clothes that match their ever-changing style—but of course, struggle with finding styles that feel young but not childish, as well as pieces that feel appropriate enough to receive parental approval. Brands like Theme, created by 16-year-old Ariella Maizner, and KatieJNYC, founded by mother Shari Fine, are meeting tween girls where they’re at by offering fashion with adjustable features and customizable styles that evolve as they grow (both physically and in terms of style preferences). For example, some dresses have removable straps or skirts have built-in shorts, made to be worn in different ways depending on what their style is at the moment. (WSJ)
👀 Read more from YPulse: 3 Stats on Tweens’ Shopping Habits
