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Twenty-one million tweens in the U.S. market account for $43 billion in spending power. Apparel represents one of the primary purchase categories tweens want to spend their money (Cotton Inc., 2012). Tweens aged 7 to 14, especially girls, are very aware of fashion, enjoy apparel shopping, and feel confident in dressing themselves (Brock, Ulrich, & Connell, 2010). While the tween market has been featured, the prevailing literature on tween consumers is limited, particularly information on tweens with regards to their fashion innovativeness and fashion opinion leadership.

Identifying Characteristics of the Tween Fashion Consumer Groups