In BeTween Teen Shopping
Sunday, August 26th, 2007As I blogged about last week, I spent my summer vacation touring the Juniors’ Department of every retail outlet in the Western US.
OK, that’s an exaggeration, it only seems like I’ve been in every store that stocks sizes 1, 3 and 5. If there was even a remote possibility that a store might have an item of clothing or jewelry that Valerie had not come across in a previous foray, we had to “poke our heads in, just for a minute.” Even Tiffany’s got the once over. I think she sleeps better at night knowing there is nothing in the shopping universe that she has overlooked.
Over the course of the summer, she has gotten so good at identifying the merchandise, that we have been able to follow the life cycle of a particular piece of clothing. The other day when we were in Ross, for the allotted “minute,” she spotted a shirt that she had seen some months back at Nordstrom, then seen again at Nordstrom Rack. It was hanging by a thread, crammed on the rack at Ross. I just hope someone buys it and puts it out of its misery.
During these extensive shopping excursions, I entertain myself by following her around and occasionally trying on a jacket or top and then putting it back – always with the thought that “this would be really cute on me if I was 30 years younger.” And fortunately for Steve this summer, the “Bourne Ultimatum” was worth multiple viewings, saving him from sitting for hours in a Starbucks while Valerie worked her way through another circular fixture.
However, for Valerie’s little sister Jennifer, who is four years younger, the prospect of waiting while Valerie forages in Forever 21 (again), has become almost too much to bear. On our last shopping trip, Jennifer and I hung around for about two hours, thinking that Valerie must be about ready to leave. When Valerie finally found us she reported, “I’ve looked at all the tops. Now, I’m going to start on the jeans.” We let out a heavy sigh.
For Jennifer, accompanying her sister wouldn’t be so bad if she could be shopping in her department while Valerie is shopping in Juniors’. However, the shopping options for a preteen girl like Jennifer are practically nonexistent.
In a typical mall, it seems like one out of every two stores is targeted to teenagers. Right off the top of my head I can think of half a dozen: Wet Seal, Rave, Buckle, Pac Sun, Abercrombie & Fitch, Aeropostale, Torrid. And in a department store like Macy’s, the Juniors’ Department takes up a football field of square footage.
But there aren’t any stores that cater to 10 to 12 year olds, so Jennifer is relegated to shopping in the small and sparsely stocked Girls’ 7-16 Department. And since she wouldn’t be caught dead in a “High School Musical” t-shirt, that eliminates about half the merchandise.
Yes, there is the Limited Too store that caters to tweens, but frankly I find it overpriced. And it’s just one option compared to the dozens of choices a girl has once she can wear a size “0” jean.
So, I’m predicting that it won’t be long before retailers wake up and realize that there are a lot of little sisters like Jennifer who wonder why their department is a fraction of the size of their teenage sibling’s. I just hope it happens before next year’s back-to-school shopping.


