TARGET Tween STYLE
The Target Creative team was tasked with the creation of a new sub-category for its apparel and accessories assortment: Tween. After the recent closing of tween retail chain, Justice, there was an opportunity in the marketplace for the tween customer. Informed by guest research, the goal was to create a trend-forward hub that parents and tween can shop together, balancing parents’ needs for budget and having a say in what their tweens wear, and with their tweens’ desire for self-expression. We also created content with gender-free dressing in consideration, leaning more on style cues than organizing looks by gender. The experience first launched as a tween girl trend page, and evolved to incorporate all genders. Content included multiple page refreshes, plus drivers and emails.
Spring, Summer & Fall 2021
Art Director: Amanda Elseng
Designer: Deborah Turney
Below is a selection of pages from the experience:
