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Where have all the ‘tweens’ gone this back-to-school shopping season?

In back-to-school seasons past, apparel retailers set their sights on so-called tweens as a key demographic. These days, the tween demographic is harder to pin down, so retailers‘ tactics are evolving.

“They’re dressing and thinking in a much more sophisticated way than a few years ago,” said Petah Marian, senior editor of retail intelligence at trend forecasting and analytics firm WGSN. “There’s a number of shifts taking place in the market, like increased fragmentation. There’s a diminished focus on tweens.”

See also:Will Donald Trump and Hillary Clinton spoil back-to-school shopping?

Of course, there are still tweens — that is, children between the ages of 9 and about 13 — heading back to school.

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