Beverly, Massachusetts (PRWEB) April 09, 2013
FashionPlaytes, Inc. today released new data about how tween girls think about fashion, style, entertainment and brands as part of its FPgirl Market Insights Program. Tweens are playing an increasingly active role in how and who they engage with from a brand perspective and are commanding a larger percentage of the family spend on entertainment, technology, fashion and travel.
According to a recent Market Insights poll, nearly 50% tween girls consider clothing as their top fashion item over jewelry, bags or shoes. This data reflects the buying habits tween girls have shown on FPgirl’s e-commerce platform, both in terms of buying behavior but also in the types of fashion choices they make as they engage with the fashion design process. To date, girls have designed over 8 million outfits on FPgirl.com, including everything from dresses and skirts to tops and pants.
FPgirls also prefer Disney Channel over rival Nickelodeon by a nearly 4 to 1 margin, according to a recent poll. In commenting on their entertainment preferences, several girls mentioned the loss of shows such as iCarly and Victorious as a primary driver for their move to the house the mouse built, as well as the popularity of the shows Austin & Ally, Shake It Up, Jessie and Good Luck Charlie. Tween girls are also showing a growing interest in reality-based shows that run on networks such as the Food Network, Animal Planet, HGTV and specifically A&E’s Duck Dynasty. PBS Kids ranked last in the poll, with many girls noting that the content was geared toward a younger audience.
“The girls of Generation Z are clearly tapped into the world around them and can change their preferences and loyalties based on what they see and hear from brands they love, as demonstrated by the shift to Disney following the end of shows they watched on Nickelodeon,” said Andy Komack, Market Insights Program Director. “We expect brands to closely monitor and engage with this key demographic as the market develops to ensure they stay engaged with this highly elusive and in-demand group of girls.”
About FPgirl Market Insights:
FPgirl Market Insights pulls information from FPgirl’s 700,000+ member fashion design community, where girls regularly post information, interact with each other and provide unique input via the site’s polls. The program is designed to provide previously unavailable information on everything from what girls wear, how and where they shop, and how they like to be entertained. Insights uncovered through the FPgirl Market Insights program gives brands a unique and unfiltered glimpse into what makes these digital natives tick.
Subscribe to the Market Insights Program here. For more details or to ask about partnership opportunities, please contact insights(at)fashionplaytes(dot)com.
About FashionPlaytes and FPgirl:
FashionPlaytes is the creator of FPgirl.com, the online fashion and style destination where girls are designers and set the trends. The FPgirl community is filled with vibrant, talented, and supportive girls who create cool custom clothing, crowd-source designs, and share their insights about what it’s like to be a girl in today’s world. FashionPlaytes celebrates all girls, providing a fun, safe, interactive environment. Its engagement-driven ecommerce platform is fueled by girls, for girls.