Consumer Behavior

What Do Tweens Think about Fashion Apparel Brands? An Exploration of Tween’s Perceptions about Brand Personality

Authors: Deborah C. Fowler (Texas Tech University) , Hyo Jung (Julie) Jung Chang (Texas Tech University) , Halie David (Texas Tech University)

Abstract

When preparing advertisements directed towards consumers, it is imperative to know who the target market is and how they view specific brands. When targeting Generation Z tweens, it is crucial to understand who they are as consumers and what they look for in the products they purchase. The Generation Z segment can be described who was born from 1998 and will continue to be born until approximately 2018 (Brock, Ulrich, & Connell, 2010). The word “tween” is a recent term defining the age gap between childhood and adolescence, ranging from ages 8 to 13 (Brock et al., 2010).

Keywords: brand personality, apparel, perception, tweens

How to Cite: Fowler, D. C. , Chang, H. J. & David, H. (2014) “What Do Tweens Think about Fashion Apparel Brands? An Exploration of Tween’s Perceptions about Brand Personality”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).