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Exploring the Apparel Needs and Preferences of Tween Girls and Their Mothers

2009; SAGE Publishing; Volume: 28; Issue: 2 Linguagem: Inglês

10.1177/0887302x09357930

1940-2473

Mary Katherine Brock, Pamela V. Ulrich, Lenda Jo Connell,

Consumer Behavior in Brand Consumption and Identification

During their tween years, most girls go through puberty and their bodies change at a rapid pace. Like adults, increasing numbers of this group are now characterized as overweight or obese (Centers for Disease Control (CDC), 1999). Thus, given this period of rapid change, compounded by problems with obesity, it was theorized that there are many subgroups, particularly related to age and size, that affect these consumers’ apparel relationships. The purpose of this research was thus, to characterize subgroups based on age and size of female tween consumers. Mothers were included in this study in order to understand how mother/daughter relationships affect the tweens’ apparel relationships. This exploratory study used content analysis of segmented focus groups and an emergent theme methodology, to show that tween girls have complex apparel relationships. Subjects in all groups indicated that they were unable to find clothing that was stylish, age appropriate, and fit their bodies. These identified gaps show the potential for niche markets within the tween consumer group and establishes a conceptual framework for further research.