John Lewis is introducing a new children's collection with more than 2,100 lines, including its first-ever own-label tween fashion collection aimed at kids between the ages of seven and 12. Already, John Lewis is trusted by families when it comes to the nursery and baby market, and with this new collection, the retailer will stylishly outfit Gen Alpha.
"Not only have we expanded our kidswear range, we’ve made it more stylish - taking inspiration from 90s trends, with bold prints and colors," said Naomi Simcock, executive director for John Lewis, “This is also our first big campaign to back our new brand promise - to be there for ‘all life’s moments’. We’re not just here for the milestone moments, but all the everyday ones in between.”
What's Driving This Trend
- 90s-inspired Tween Fashion
- This trend offers a disruptive opportunity for fashion retailers to cater to the needs of Gen-Alpha kids who are looking for more stylish clothing options.
- Expansion of Kidswear Range
- The expansion of kidswear range by retailers is an opportunity to tap into the growing market of parents who are looking for stylish clothing options for their kids.
- All-inclusive Brand Promise
- Brands that offer all-inclusive brand promises provide a disruptive opportunity to attract customers who are looking for retailers that cater to their needs at all life's moments.
Who This Affects Most
- Fashion Retailers
- Fashion retail industry can benefit from the trend of 90s-inspired tween fashion by offering more stylish clothing options targeted to Gen-Alpha kids.
- Kidswear Retailers
- Kidswear retail industry can benefit from the expansion of kidswear range by tapping into the growing demand for stylish clothing options for kids.
- Retail Industry
- The retail industry can benefit from offering all-inclusive brand promises to attract customers who are looking for more than just milestone moments.
