Transcript Tweens PresentationFinal.ppt

The Power of Tweens
Tara
Armatas
Chase Duran
George Yerkovich
Generations

Baby Boomers
– Born: 1946-1964 Spending: $900 billion+

Gen X
– Born: 1965-1977 Spending: $125 billion+

Gen Y
– Born: 1978-1994 Spending: $100 billion

Tweens
– Born: 1994 and later
– Spending: $10 billion+
Tween’s Scene: Not Child’s Play

What & Who?
– 8-12 year olds
– More sophisticated
– Comfortable with adults
Tweens as Consumers

Greater influence of marketing at an
earlier age
– Ads in school
– Older Siblings
– Larger Allowances
– More real world knowledge
Market Impact

Results
– More teens opt for ‘premium’ clothing and
products
– Individualists at an earlier age

Drivers
– Rise of technology
– Decline of sports participation
– Staying power of certain brands
The Future




Products that incorporate technology
and on the go mentality
Increasingly fragmented market
Number of premium products will
increase
More portable electronics
Tweens: Purchasing Power



“I’m definitely not an adult,
but I don’t like the same
stuff that, like, an 8 year old
would”
In Canada, 2.5 million 9 – 14
year olds spent $1.7 billion of
their own money
40% of Tweens use the
money they save to buy
clothes or shoes
Reaching Tweens



Tween targeted promotions are always
tied to something trendy
91% of Tweens have a working
computer at home with access to the
internet
“The Simple Life”
Conclusion



Retailers should not overlook the
buying and influencing power of
Tweens
Target Tweens and their parents
Legal and ethical implications of
advertising to younger consumers
Sources



Seckler, Valerie. (2006). Tween's Scene Not Child's
Play. WWD: Women's Wear Daily; Vol. 192 Issue
98, p7-7, 3/4p, 1c, 1bw
Halpern, Michelle. (2004). Cute, but Scary.
Marketing Magazine; Vol. 109 Issue 26, p13-15, 3p
Soundtrack (not) provided by: