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Editorial
Tweens
In their efforts to pinpoint definable market segments at which
to aim their specific advertising pitches, experts have identified
a group known as in-betweens, or tweens. They are young adolescents
too old to be toddlers and too young to be teenagers. What makes
them important is that they have distinct preferences in apparel,
entertainment and lifestyle choices. Yes, eight-year-olds can be
very choosy.
And make no mistake; they are a targeted audience. Researchers Harris
Interactive surveyed executives working in the youth sector and
found that children from the age of seven are old enough to be considered
a targeted consumer for youth market advertising. At the average
age of 9.1 years young people can view advertising critically. By
the age of 11.7, on average, kids are deemed old enough to make
intelligent choices as consumers.
Believe it or not, tweens can be a growth opportunity for interior
decorating professionals. Creating stimulating interiors for these
young consumers can make their parents happy and plant the seeds
for future business from the next generation of shoppers. The trick
seems to be in creating stylish and well designed spaces for mom
and dad—who still control the purse strings after all—while
keeping it lively and fun for the kids making the choices. This
month’s Design Perspective by Karla Nielson (see page 32) and
Portfolio (see page 36) aim just a bit over their heads, but will
give you ideas and advice on how to proceed.
Jonathan Wilken, meanwhile, has successfully identified another
tween market (see page 28). Starting back in 1997, Wilken’s
Olde Towne Window Works created the Uptown Line of home fashions.
He describes these as a high-end line of ready-made window treatments,
bedding and accessories. They are a step up from standard ready-made—featuring
a wide selection of high-quality fabrics, trims and embellishments
not found in that market—and superb fabrication. It is a niche
in the decorating business that Wilken says represents a growing
market segment.
As evidence that he’s right, consider that Olde Towne Window
Works started with three fabric choices and one retail account,
and today offers about 180 fabrics, serves more than 250 customers
in 40 states and has grown beyond the $1.2 million mark in sales.
The tweens might just become the center of attention.
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