GoKawiilRetailers and startups race to capture $100 billion US tween market
A wave of new brands and established retail chains are targeting 11-year-old girls, rebuilding a category of stores, products and media once dominated by names like Claire's, Limited Too and Delia's. Industry figures cited in the report describe the tween segment as worth roughly $100 billion, with one retailer saying there is significant market share still up for grabs.