Tween trends get more expensive as they take cues from social media - The Washington Post - 0 views
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While earlier generations might have taken their cues from classmates or magazines, tweens and teens now see their peers on platforms like TikTok, Pinterest, Instagram and YouTube.
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And it’s spawning viral moments in retail, as evidenced by last week’s release of limited-edition Stanley tumblers at Target. Fans lined up outside stores before sunrise to nab the cup made in collaboration with Starbucks, and arguments broke out at a handful of locations. T
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This age group also is snapping up pricey makeup and skin care, even products usually reserved for “mature” skin. That’s given rise to viral TikToks from exasperated adults.
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The mania behind these products is heightened by their collectability and the sense of connection they offer, industry experts say.“Material things have always been markers of identity,” Drenten said.
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It’s also compounded by biology — puberty and cognitive development can feel upending and confusing, said Mindy Weinstein, the founder and chief executive of digital marketing company Market MindShift. So buying into a trend or product — perhaps popularized by older teens — can ease those uncomfortable feelings.
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“they aren’t always sure where they fit into the world. But now by buying that [item] they feel like they fit in.
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Every generation of tween has had products, accessories, brands and styles they covet. A decade ago, it was Justice clothing, colorful iPod minis, Sidekick cellphones and EOS lip balm. In the early 2000s, Juicy sweatsuits, North Face fleece jackets, Nike Shox, Abercrombie & Fitch and Razr flip phones reigned. In the ’90s it was buying from the Delia’s catalogue magazine, Lip Smacker balms, United Colors of Benetton and Tommy Hilfiger polos. The ’80s had Guess jeans, Keds, banana hair clips and J. Crew sweaters. In the ’70s it was mood rings, Wrangler and Levi’s jeans, Puma sneakers and Frye boots.
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More than half of U.S. teenagers (ages 13 to 19) spend at least four hours a day on social media, according to Gallup, and most of that time is spent on YouTube and TikTok
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And it’s highly effective — consumers are more likely to consider buying a product and have a favorable opinion about it if it went vira
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“TikTok influencers already have their trust … teens and tweens see them and they want to also be into that trend and feel like they’re belonging to that social group,
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It used to be that our hair, makeup and skin care products were only visible to those who entered our bedrooms, scanning vanities and opening drawers. Now, teens and tweens are filming “Get ready with me” videos, showing off their Rare Beauty liquid blush ($23), Laneige lip balm ($18) and Charlotte Tilbury setting spray ($38) as they complain about school or recap a friend’s bat mitzvah.
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Margeaux Richmond and her friends spend a lot of time talking about skin care. The 12-year-old from Des Moines said she got a $62 Drunk Elephant moisturizer for Christmas. “It’s kind of pricey, but if it’s good for your skin it’s worth it,” she said. “It’s kind of important to me and my friends because we don’t want our skin to look bad or anything.”
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This also fuels a collectability culture. The customer no longer wants one water bottle, one pair of Air Jordans, one Summer Fridays lip balm or one Nike sweatshirt — they want them in every color.
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“We have to think about today’s consumers, not as consumers, but as fans; and fandom has always been intertwined with collecting,” Drenten said. “In today’s culture, particularly among young people, we’ve kind of shifted away from obsession with celebrities to obsession with brands.”
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Superfans also collect accessories for some of these products, Briggs said, spawning a whole side industry for some products.
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Who’s doing the actual buying is harder to track. Not all adolescents have jobs or parents who are able or willing to spend $550 on Apple AirPods Max or $275 on a Tiffany & Co’s Pink Double Heart Tag Pendant necklace. “These products, to some extent, are a point of privilege and status,
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Some of the spending could be attributed to more young people in the workforce: Roughly 37 percent of 16- to 19-year-olds had a job or were looking for one last year,
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Richmond said she uses her babysitting money to buy Drunk Elephant skin care or Kendra Scott jewelry — items “my parents won’t buy me.” She’s saving up for her second Stanley tumbler.
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Drenten emphasized that shopping or gift hauls on social media don’t reflect what every teen or tween wants. It varies by socioeconomics, demographics and personal preference. “At the end of the day, they can still be influenced by who they’re around and not necessarily what they’re seeing as the top line products online.”