The Children’s Place is the latest leading retailer to invest in the growing tween fashion market with a plus-size brand called Sugar & Jade offering clothing, footwear and accessories.
Sugar & Jade is the latest addition to The Children’s Place stable, which includes the namesake labels Children’s Place, Place, Baby Place and Gymboree.
Children’s Place President and CEO Jane Elfers said the company is targeting a greater share of what it has described as an $ 8 billion tween clothing market, expanding beyond the newborn to 10-year-old niche that it traditionally served.
“Based on our leadership position in big girls’ clothing and accessories, we are uniquely positioned to retain our teenage customer as she moves from The Children’s Place brand to its next style step,” said Elfers said in a statement. “We have over 4 million customers to whom we are immediately marketing this exciting new brand, and we will deploy an ‘always on’ strategy that drives customer acquisition, while migrating the current customer from The Children’s Place to Sugar & Jade. timely. in their buying journey.
During the company’s third quarter earnings call, CFO Rob Helm said that “the market for children aged zero to 10 is not a growing market.” While he said in context that the retailer needs its partnership with Amazon to increase market share in its current market, the launch of Sugar & Jade suggests The Children’s Place is looking for growth elsewhere for long-term success. term.
For now, Sugar & Jade will be an e-commerce brand only available exclusively on its own website powered by Salesforce. The site includes an inaugural product launch of clothing and accessories collections, in sizes ranging from 8 to 22. So far, four collections are listed on the site, including Zodiac, Lounge, Holiday and V-Day, although the company indicates a fifth collection. come.
The Lounge collection includes hoodies, leggings, duffel bags, sweaters, socks, pajamas and more, and features themes such as tie-dye, camouflage, and happy face. The Zodiac collection offers t-shirts, hoodies and accessories related to specific birth months.
The Children’s Place says the shopping experience leverages gear recommendations and user behavior technology designed to engage and inspire shoppers based on their lifestyle. Sugar & Jade will include free shipping and returns with no minimum purchase requirement and is launching a loyalty program.
Sugar & Jade’s “Be Ur True Self” marketing strategy will focus on empowering girls by highlighting mentor stories and providing a platform for its buyers, influencers and celebrities to share their own fashion stories. . The brand said it will amplify these stories and voices through its social channels.
“We regularly receive positive customer reviews for our assortment of big girls,” said Jennifer Groves, senior vice president of creative design. “Our customers have let us know that The Children’s Place has been an important part of their children’s wardrobe, and they wish they could stay with us longer – and now, with the launch of Sugar & Jade, they can. By combining our in-depth understanding of our great client with our in-depth market research, we are confident that Sugar & Jade will deliver what our tween is looking for.
The Children’s Place recently teamed up with the Kardashians to promote a new collection of family pajamas for the holidays. The collaboration also broadly promotes Afterpay, which the specialty clothing retailer rolled out during the start of the school year. Buy now, pay later, providers like Afterpay might attract a younger Generation Y or Gen Z parent who might be more comfortable paying for purchases in smaller installments.
The changes come as The Children’s Place closes 81 stores in fiscal 2021, the latest batch of 300 combined locations that began closing in June of last year.
Competition intensifies in the interpolated space. Pacsun launched the Pacsun Kids brand this summer, offering genderless clothing for ages 4-14. Justice, which was resurrected by brand management firm Bluestar Alliance, which emerged from bankruptcy last November, aims to grow into a $ 500 million business through online sales, in addition to a deal with Walmart. . And Francesca’s launched the tween brand Franki in February to expand to a new demographic as she tries to recover from bankruptcy.
Walmart takes the mix a step further, expanding its private label Free Assembly to the children’s category, with sizes available from 5 to 18.