In the last decade, children who are in the age range between childhood and adolescence, the so called 'tweens', have captured the attention and a great deal of interest of marketers and many commercial stakeholders in different fields of business due to their significant spending power and specific culture. Tweens are now much more strongly targeted by marketers and businesses than were the previous generation; girls in particularly are targeted more than boys. Within a fashion context, tween girls are expanding their influence and their consumer power in the market. Following the global acknowledgement of tweens, in Australia, and in Melbourne in particular, tween fashion retailers have been emerging and evolving recently in response to the market's interest and demand for tween fashion. The tween girls' fashion consumption has a viability and is seen a major emergent marketing phenomenon one that is predicted to expand. There is currently a debate in Australia whether tween girls dress inappropriately as adults. This may be a result of the absence of a particular tween girls fashion sector in fashion industry in Melbourne. Further development will be significant in providing age-appropriate clothing range for the market. In order to achieve this, it is necessary to investigate the market segment. A case study of a Japanese company is used to gain further understanding of current and future developments within the market. The case study will provide some background information to the situation being presented and assist in the analysis of possible suggestions and recommendations. The tween girls fashion industry incorporates many different factors. There is a specific focus on the opportunities for expansion and adaptation in the market segment. This research investigates the tween girls' fashion segment in Australia to identify and understand its relationship with respect to fashion marketing and consumption. It also identifies the gaps or opportunities in the market and proposes business opportunities to address these gaps. This research demonstrates the possibility for the market development of tween girls in Melbourne.
| Identifer | oai:union.ndltd.org:ADTP/211504 |
| Date | January 2009 |
| Creators | Tomari, Yukako, yukakotomari@hotmail.com |
| Publisher | RMIT University. Architecture & Design |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://www.rmit.edu.au/help/disclaimer, Copyright Yukako Tomari |
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