Do tweens want to wear the same labels as their mums?
Playing dress up – Witchery 8fourteen
Is Witchery really appealing to the “next generation” in launching a new range for 8-14 year-olds, labelled 8fourteen? Have a closer look at the 8fourteen range at www.witchery.com.au
When we were teens we wouldn’t even walk down the street with our Mums…let alone wear their clothes. We’re wondering if this is a shrewd move by Witchery or a total strategic miscalculation like the launch of their menswear range in 2009 (see clip below) ?
It’s interesting to hear the Gruen Transfer’s analysis of the effectiveness the Witchery Men’s 2009 campaign
Sure, we know this generation of teens are much more respectful of their parents but surely fashion is still an extension of their own identity – not that of older generations.
Using the winner of Australia Nest Top model Montana Cox as the campaigns “big sister” (young persons speak for spokesmodel) is a great choice – but we don’t know if that will be enough to get Witchery over the line on this one.