When Hollister, Superdry and Acrombie & Fitch is what’s on offer… She’s outgrown the children’s clothes in all leading high street stores, and not quite grown into to the adult section. At arguably the most exciting stage in her childhood she’s left out.
In most brands she would be wearing a size 16 years old, in certain french brands even as much as size 18 years. She’s nearly 170cm tall and 12 years old. (That being our Scandinavian genes.) In a time where her personality is blossoming into a young person and a beautiful individual, there’s nothing but jeans and hoodies on offer.
A few children’s brands are fully aware of this gap in the market, but finding it hard to produce collections when the support of retailers in buying season is not there. Wonderful children’s brands such as Sprout by Gro, Little Remix, Poppy Rose and Pale Cloud are among labels that create great collections up to size 14/16 years. But still, these labels are hard to find in store. Leading independent online retailers claim to cater for children up to size 16 years, but a quick online search will leave you with a rather depressing result.
To me it’s probably even more frustrating having seen the collections during the trade shows a year earlier, knowing what’s available from the designers, then when the new season is launched in stores the clothes for the older girls is simply not to be found. Buying season is about to kick off. Will there be a improved focus on our tween children this time around?