John Lewis Expands Kids Fashion Offering to ‘Tweens’
John Lewis has expanded its children’s fashion range to include styles designed for ‘tweens’, customers aged roughly 10 to 14. The new selection joins John Lewis’ existing kids and teenagers ranges, providing a seamless transition from childhood into teenage fashion.
Dedicated ‘Tweens’ Space and Product Edit
John Lewis has designated space in many of its stores to present a curated edit of its ‘tweens’ collection. Stylists have selected on-trend and versatile pieces suitable for ages 10 to 14 including dresses, separates, denim, knitwear, shoes, accessories, and more. The ranges aim to reflect the interests of tweens such as popular culture, digital media, and individual style.
Broader Appeal and Loyalty Building
By expanding into the ‘tweens’ demographic, John Lewis hopes to attract new young customers and build loyalty earlier in their fashion journey. Catering for the transitional age between child and teenager establishes John Lewis as a destination for customers and families at every life stage. The new collections also provide more opportunities for customization, personal expression, and asserting independence.
Omnichannel Integration and Appointment Bookings
John Lewis supports the launch with its omnichannel retail strategy, integrating the ‘tweens’ collections online and in stores. Customers can browse styles on johnlewis.com and jlp.com before booking tailored fitting appointments on site. Appointments enable stylists to provide extra guidance and ensure perfect ‘tweenage’ fits. Integrated inventory across channels delivers a seamless customer experience.
Continued Growth and Innovation
John Lewis believes the ‘tweens’ demographic represents an exciting growth opportunity and aims to strengthen its offerings through continuous innovation. Plans include further expanding product ranges, developing brand partnerships, launching influencer collaborations, and improving digital experiences. By keeping attuned to the interests and needs of ‘tweens’ and their families, John Lewis aims to cement its position as a trusted fashion partner at every stage of customers’ lives.
The expansion of its fashion ranges into ‘tweens’ is an important step in John Lewis’ strategy to build lifelong loyalty. By providing ‘tweens’ opportunities to discover their unique style in a judgement-free environment, John Lewis hopes to support customers long into their teenage years and beyond. Catering for the transition into adolescence establishes John Lewis as a fashion destination integral to ‘tweenage’ lives and development. Overall, John Lewis’ ‘tweens’ collections represent an innovative move to secure the next generation of customers and shape the future of its business.
