BRANDE, Denmark, 2016-Feb-03 — /EPR Retail News/ — For a couple of years, LIMITED by NAME IT has created collections for children aged 4 to 10 years. But now LMTD (which is the new name) will target tweens and teens aged 10 to 16 with a changed design focus.
“We work with fashion and also with lifestyle and trends. For a while it has been clear to us that tweens are an independent group of young people who are really tired of being placed in the same fashion context as their younger siblings,” explains Helle Schmidt Hansen, Marketing Manager at NAME IT.
Children are inspired by adults
Tweens tend to look at adults for fashion inspiration which makes it even more relevant for LMTD to focus on trends from the adult fashion universe.
“We see a group of young people who are very much present on the social media and who are extremely fashion-forward,” says Anne Have, Design Manager at NAME IT. She continues: “These young people demand another trend closeness than their younger siblings. Fashion is a huge part of their self-realisation, and they know exactly what they want. This group of boys and girls know the micro trends as well as the main tendencies in today’s fashion.”
There is great market potential for LMTD, but the focus is not on creating adult fashion in children’s sizes; instead LMTD wants to focus on uniting trends, tendencies and fashion-consciousness with quality and comfort.
“We know for a fact that there is room for LMTD in both wholesale and retail as we see a gap in the market for this target group,” Helle Schmidt Hansen finishes.
LMTD is also represented at BESTSELLER’s own fashion fair, BESTSELLER UNITED CPH, during Copenhagen Fashion Week this week.
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