John Lewis is expanding its childrenswear offering with its first ‘tweens’ collection as it looks to "significantly grow its share" of the children’s fashion business in the UK. John Lewis said that the new children’s collection will feature more than 2,100 more lines, including its own-label ‘tween’ range for 7 to 12-year-olds. Although John Lewis' kids' line has traditionally been renowned for quality and durability, the relaunch will bring in "a more modern aesthetic" to accommodate the increased interest in fashion from kids aged 7-12.
"We’ve long been trusted by families and have strength in the nursery and baby market. Through expanding our kids’ range, we’re excited to be there for even more customers, at every stage of family life," Naomi Simcock, executive director at John Lewis.
Tween-Friendly Apparel Capsules
John Lewis Debuts its First Tween Fashion Collection for Ages 7-12
Trend Themes
1. Tween-friendly Fashion - Fashion retailers can create clothing designed for tweens who want a more modern look and have a greater interest in fashion.
2. Expanded Children's Wear - Retailers can create more lines targeting a wider age range, including tweens, to gain a larger share of the children's fashion business.
3. Durability with a Modern Aesthetic - Retailers can incorporate durable materials into trendy designs to meet the demand of both parents and tweens for stylish and long-lasting clothing.
Industry Implications
1. Fashion Retail - Fashion retailers can invest in creating a clothing line specifically for tweens to cater to the needs of a growing market.
2. Children's Products - Retailers can focus on creating products for children in all stages of life, similar to John Lewis' goal to be present at every stage of family life.
3. Retail Innovation - Innovation in design, marketing, and product development for children's fashion can help retailers gain a larger share of the growing market.