John Lewis tween survey shows well developed sense of style

By

Sandra Halliday

Published
Apr 20, 2023

John Lewis’s news last week that it’s diving deep into the tween kidswear market comes as the company has conducted a survey showing just what the 7-12 age group feels about clothes.

It discovered that only “27% of parents have total control over tween outfit choice and more than half of parents have bought clothes their tween refuses to wear”.

And it also found that YouTube and TikTok “wield powerful influence on youngsters’ style”.

John Lewis said that “with much greater access to social media, tweens now have a sophisticated knowledge of brands, and are more likely to reject clothing chosen for them by parents”.

It spoke to 1,000 parents of tweens, with 55% saying they’re happy to let their tween make their own fashion decisions. Age seven was the most popular age for when children start to refuse clothing choices and have their own views on fashion and their personal style.

The survey showed that friends (76%) have the biggest sway over tween style choices, with half of youngsters also inspired by their favourite TV shows. Meanwhile, 49% of children are influenced by their YouTube heroes, and a third by what they see on TikTok. 

John Lewis also cited a Mintel prediction that the children’s market will grow to £7.3 billion by 2027, up from £6.8 billion in 2022.