- USA Today, Wednesday, April 11, 2007 11:01 AM
The emotional and psychological distance between childhood and the teen years is getting shorter--a phenomenon many marketers call KGOY for "kids getting older younger." Retail consultant Ken Nisch
says it shouldn't be a surprise that kids are tired of toys and kid clothes by 8, considering they are in preschool at 3 and on computers at 6. As a result, marketers now target 9-year-olds with
apparel and accessories once considered only for teens, he says.
With their keen but shifting senses of style, tween girls present some of the biggest rewards and challenges for
retailers and brands. What's called for: a delicate marketing dance that tunes in tween girls without turning off their parents, who control both the purse strings and the car.
Retailers to tween girls also must stay in close touch with the fashion pulse, because they'll drop a brand faster than you can say Hannah Montana if the clothes become anything close to dorky.
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