University of Wollongong: Tween-Agers Fashion Consumer Behavior Report

This report analyzes the consumer behavior of tween-agers within the fashion industry, examining how psychological, economic, sociological, and cultural factors influence their purchasing decisions. It explores the impact of globalization, media, and celebrity endorsements on tween-agers' fashion choices, emphasizing the dynamic nature of trends. The report synthesizes findings from academic literature and qualitative research, including interviews with parents, to understand the motivations behind tween-agers' preferences for clothing, accessories, and brands. It highlights the importance of comfort, individuality, and social status in their fashion choices, and it concludes with recommendations for businesses to adapt to the evolving trends and psychological needs of this demographic. The report emphasizes the financial potential of this market and the need for innovative and dynamic marketing strategies.

Consumer Behavior
Tween-Agers and Fashion
SystemJP
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Fashion Statement of Tween-agers
Introduction
The objective of this report is to analyze the impact of consumer behavior over any product
and services. Consumer’s satisfaction is the main aim of any product manufacturer, every
producer, or business operating in the consumer goods and services focus to motivate its
employees and staff to manage the activities transforming the product in the better quality. To
understand the concept in deep this report will take the example of the fashion industry and
its impact over the users especially on the tween-agers. Fashion is more than the cloths and
outfits; it is about the personality representation affecting the surroundings and tastes of the
other customers. This report will discuss effect of many aspects related to the psychological,
economic, sociological, or medical models of a child in the age of 8-12 and their impact over
the senses of a child at the time of purchasing any fashion products. This report will analyze
the articles with effective quality research (Ariyawardana 2017).
Article Analysis
According to O'Donnell, fashion for the tween-agers is very difficult to change as they are
not easily ready to change the thinking and as they are moving to the age of adolescents
pushing or forcing them can affect their behavior in adverse nature (Friedman 2016).
According to Kumar, Fashion is a mean of the communication, which need no words only
their wearable items, including the clothes, shoes, and accessories along with the hair color
and gadgets represent their status in the society (Kumar 2017).
According to Karagolu, fashion for the kids is very dynamic in age of children especially at
the 12, these children moving to the age of teenagers face changes in their mindsets. This
behavior of the twee-agers is the result of impact of the economic stability and media
industry globalization (Hwang 2013). Economic globalisation includes the increase in the
number of fashion stores, beauty centres, and many other life style industries that affect the
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Fashion Statement of Tween-agers
taste and consumption of the fashionable items in the people opening the opportunity to select
the best outfits for the children (Hendariningrum & Prabowo 2015).
Other change affect the behaviour of a tween ager for the fashion is the time and duration
they prevailing and the statement of the fashion famous at that particular time. Fashion
industry is very dynamic it has changes in the statement on regular basis because changes
made by the fashion industry are more demanded by the consumers especially youth and
teenagers than any other aspect (Ur Rahman et al. 2015) As it ZARA a fashion industry used
to make changes in the collection of summer and winter collections, it always has something
new to display as in the comparison of any other fashion industry or its competitors because it
understands the globalisation of the society and its fashion statements (Karaoglu et al. 2016).
Entire discussion about the tween-agers fashion senses is a fact that is a lot of kids are
specific about what kinds of clothing they wear. It could be their wallops, pants, or a
preference to wear no clothing at all. Children raise issues as they have concept of favoritism
in their mind. It can be about any particular color, cloth or not to change in the style of
warning and cloth even of it is essential to do.
Fashion is not limited on the catwalk shows represented by the famous brands and models,
but the psychological concept of the fashion has become more wide than the fashion shows
because social websites connecting the parents with the fashion statements that is changing
regularly. With the innovation, parents have become aware about comfort ability in the
wearing of any luxuries brands is also important (Petersen & Riisberg 2017). Hence, present
world of the fashion industry has detailed focus over the psychological development of the
fashion statements (Henry 2016)
Present concept of fashion for the tween agers is more than just covering the body from the
clothes, they need to use the outfits to stand out from the others of look different from the
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crowd in manner that attract the others but deep they want to satisfy self-desires of looking
good in the same cloth (Rajvanshi & Mittal 2019). Since human civilisation dressing is
important and it sometimes represents the ancient history, every occasion has some dressing
and fashion statements (Thorisdottir & Johannsdottir 2019). For example, on a marriage bride
and groom supposed to wear different outfits from others that make them stand out from the
crowd. Hence, clothing with the fashion is not new but it has roots connecting to the culture
and history as well (Jain et al. 2015).
Fashion is meeting and inter-connection of bodies, which includes in advertising and
manufacture of clothing and the activities done by the person’s interim when they are
dressed. Style fashion inspects the construction among settlement and clothing material.
People are divine and social lives, where clothes in both realms affect their
identity. Whatever cloth a human wear, gives out a statement that reflect the psychological
and physical statement about the person (Gentina, Shrum & Lowrey 2016).
According to Jain and Lata, celebrities from the movies and other shows affect the socio-
cultural behaviour of the youth and teenagers in the selection of any aspect in their lifestyle.
Teenagers use to follow any celebrity like an actor, player, socialist, or any person have fan
following in any sector. According to Thomas, Tween uses to search their lifestyle, their
eating habits and many other habits or standard their role model use particularly these are
from the cartoon, superheroes and from any player background (Thomas 2017). Hence, these
film actors or any other celebrity affects their social and cultural mind set at the time of
buying any cloths.
Qualitative Research
To examine the real impact of consumer behaviour over the fashion industry this report will
include the interviews results and their comparison with the conclusion that helps a fashion
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industry to design its new fashion innovation targeting to innovate fashion for the tween agers
(Thorisdottir & Johannsdottir 2019).
These interviews were conducted over the families living nearby from the neighboring. All
the participant in the interview were having children of the same age including the 8-12
years with girls and boys. Questions in the interviews were related to examine the context of
culture and any other models affecting the buying decisions of the parents for their children
and any specific thing they notice in their children regarding cloths. The results of the
interviews are as:
Participants represented that they used to follow celebrities for their fashion statements
currently both parents and children have different idea about the fashion statement and
development of the media, social networking and other aspect children are growing up more
quickly. Parents face issues with the Girls clothing who used to follow film celebrities and
boys used to follow the athletes and players for the fashion statements (Todeschini et al.
2017). Result of the research was represented that girls and boys both have both have no
place for the level of the comfort at the buying of the new clothes (Malekian & Rasti-
Barzoki. 2019). Tween agers at the time of buying any cloth prefer their need to look better
as same they follow; their real need is very from the purchasing or buying decisions. Hence,
findings from the interviews resulted that;
Behaviour and taste of buyers’ affect the innovation, tween-agers provides more potential and
growth market for the fashion industry. Because their clothing sense keeps changing with the
new fashion statements and this changes is very profitable for the industries engaged in the
manufacturing of the fashion clothes, shoes, kids’ accessories and many other fashionable
accessories (Natashah 2019).
Fashion industry has economic, psychological, scientific and cultural globalisation and
cultural contexts of human society affects the fashion industry innovation and production.
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Teen covers big market area for the fashion industry, fashion statements of the tween-agers
includes changes in the outfits, apparel, hairs, and their toys as well.
Famous fashion brands as it ZARA understands the dynamic and continuously changing
atmosphere of the kids in the age of 8-12 fashion statements hence it used to display regular
changes in the fashionable outfits that is a very big thing fit a big brands. Other brands have
only two sessions for the changes in their collection but ZARA has monthly changes
(Natashah 2019).
Youth and teen loves innovation and these changes are very important for them as the tweens
do because it represents their personality in the public and friend circle. Kid’s fashions are a
very significant market, both because they have present capability as current consumer
expenditure authority and their forthcoming expenditure as adolescents and after that a grown
person. Cross-cultural impact of the kids fashion over the fashion industry is related to
describe in deep about the concepts affecting the buying power of their parents. From the
result of the interviews over the families results represented that innovation of the fashioning
industry have deep impact of the given aspects
 The growth of parents' community and kids individual personalities
 Necessity for individuality, vulnerability to encouragement, and outlooks toward
luxury fashion brands
 Cross-cultural changes original approaches near luxury fashion brands
 Parents represents their child’s fashion as their social status
 Fashion innovativeness arbitrates the relation between vulnerability to educational
effect and arrogances toward luxury fashion brands
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Synthesis and conclusion
Innovation in the fashion industry is very important because it includes the idea of being used
by the users with the interest (Scheibler 2017). Context of culture for the fashion is very
important because wearing clothes is one of the basic needs for a human but in the present
time with the development clothes are more than just needs (Cai & Chen 2017). These are
seen as status symbols everyone especially for the parents having kids of the tween-age,
focus the cloths and fashion as the means of making their child different in the society and
crowd. Psychological concept of the fashion industry is related to the factors that are easily
affecting the mind-set of the human, and tween agers are majorly affected by the factors such
media, social sites, celebrities choices and their friends perspective about the cloths and
fashion statements (Chang, Ferreira & Chuang 2019). Any industries planning to make
investment in the fashion of tween-agers have to focus points are: best quality with comforts;
luxuries, unique and represent the quality fashion statements. Market of the kids fashion and
clothing and fashion is very wide but playing the concept of dynamic changes is very difficult
due the regular changes in the perspective of fashion statements (Niinimäki 2018).
Conclusion of the report on the basis of above discussion concludes that fashion industry has
regular changes in the fashion because of changes in the tastes and thinking of the buyers.
Buyers affect the fashion industry very deeply because their concept for the fashion is more
than need but they thinks the fashion as means to represent them different and unique in the
society. Parents and tween-agers focus to use celebrity’s concepts in their lifestyle hence they
deeply believe following a celebrity require to follow the dressing sense of that particular
celebrity to keep them stand unique from the crowd. Concept of fashion for the youth and
children in the present time is about the show-off and individual representation of their
personality in the society that is far from the need to buy anything but there psychological
need affect their buying decision. Hence, these fashions industries focus to deliver more
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dynamic product for the tween because these generation have present capability to spend
more in the present time and capable to pay more as teenagers and adults in the future.
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