When it comes to fashion, brands and companies often overlook the wants and needs of the tween demographic.

Set between young childhood (when parents typically pick out clothing and outfits) and the more independent teenage years, tweens are just beginning to form their fashion preferences. Many seek validation in their outfit choices or aspire to wear the clothes they see on peers and celebrities. For parents who are likely to purchase the clothes, age-appropriate options are often a big priority.

For brands, it’s a smart strategy to pay attention to tweens. Creating thoughtful, intentional apparel can empower young girls and help them navigate a formative stage with confidence. The end result for brands? Fostering long-term loyalty that extends beyond the tween years.

Gen Alpha Has Significant Spending Power

While tweens are young (hovering between ages 8 and 12), that doesn’t mean they don’t have purchasing power.

In fact, they have more than $100 billion (yes, billion) in spending power annually, thanks to odd jobs like mowing lawns and allowances.

And unlike younger kids, they don’t want to wear what their parents pick out. Tweens these days are discerning and vocal about their preferences.

What Drives Tweens’ Taste

Even tweens without direct access to social media pick up on trends from their peers at school, family members, and popular culture. For those on TikTok and Instagram, there is a constant stream of visual and social influences.

This demographic also often craves comfort, as you know if you’ve spotted a tween clad in an oversized sweatshirt. But values also play a big role in tween fashion choices.

Tweens want clothing that feels authentic, is ethically produced, and aligns with their broader awareness of the world. Inclusive marketing and advertising are also important for this demographic.

Parents are increasingly supportive of this shift toward more sustainable and values-driven fashion. Brands that successfully balance style with communicating their core values have the potential to resonate across generations, appealing to both tween and adult decision-makers.

Build Brand Loyalty Early

They may be young, but for fashion brands and entrepreneurs, it’s perilous to neglect tweens. After all, this demographic is developing loyalties that, if nurtured properly, can lead to long-term commitments to brands that extend well past age 12.

Reaching the tween audience requires a nuanced approach: while many of them are tech-savvy, not all are active on social media, and parents still play a significant role in shaping their decisions. Successful brands take advantage of multi-channel strategies to connect with tweens where they are, while also respecting the important role parents play in guiding their choices.

About Traci Channer:

Traci Channer is the founder and CEO of The Decided Collection, a brand dedicated to creating stylish, comfortable, and thoughtfully designed pajamas and loungewear for tween girls, empowering them to navigate this formative stage with confidence and self-expression.