Justice
Overview
Justice is a tween girls clothing retailer and a parent’s one-stop-shop for all of the accessories, décor, gifts, and entertainment their tween needs. Their goal is to bring justice to the women of the future by empowering girls to be strong and confident.
Currently, Justice is part of the Blue Star Alliance parent company and is mostly sold online and at select Walmart locations.
Current State of Tween Fashion
Today, tweens have well-rounded lifestyles and can appreciate clothing that compliments their busy schedules. They are straying away from attire with stiffness in movement. “Athleisure” and sportswear in modern styles are commonplace.
Why Shop Justice Now?
Being one of the only clothing brands that carries clothes solely for tweens, Justice fills a gap in the tween clothing market. The wide size range, from a kids’ 5-6 all the way to the plus sizes, will reassure every tween that they can find their size in a consistent style with ease.
Justice found its peak in success when Millennials were within their target age. Due to the familiarity with the brand, millennials as parents to the new generation will view Justice as a nostalgic brand from their own childhood and put more trust in the brand.
While many clothing stores carry styles like crop tops or miniskirts that are typically suited for older teens and young adults, Justice is a safe choice for parents to let their tweens pick their own clothes without restricting their freedom of choice.
my role
Research
Design
Strategy
the problem
Once a front runner of the tween clothing industry, the Justice of today has slowly lost brand recognition and relevancy to the tween clothing industry.
the solution
Refresh the brand's identity to reflect the growing needs of tweens today, while remaining a brand parents can feel safe with.
Our Research
Through research and a survey conducted by our team, we discovered the tween clothing market is heavily mixed with the teen clothing market. Tweens associate fashion with teen focused brands such as Aeropostale, Forever 21, and American eagle. There is little differentiation between teen clothing and tween clothing.
When asked what clothing stores can add to improve tween apparel selection most of the responses said they want more inclusive sizing and a variety of styles to choose from.
The parents who participated in our survey essentially had similar perceptions on the tween market. They also saw a need for more inclusive sizing and variety of style, in addition to age-appropriate clothing.
The Competitors
Main Competition:
American Eagle
H&M
Old Navy
Indirect Competition:
Claire's
Target
Walmart
What we've learned from our competitors:
In the last several years, brands like American Eagle, H&M, and Old Navy have cultivated all of their recent campaigns to focus on diversity, inclusion, and bringing their brands into the new age of technology.
Justice must expand to match the current standards of corporate social responsibility (CSR) and to adapt to the ever-changing technology and trends of today.
Just for YOU
Justice has done well to improve its utilization of plus size girls and people of color in their marketing, however, it does not currently have a stance on alternate gender identities. Justice’s most memorable slogan was “just for girls,” but today the bounds of gender identity and gender expression have changed.
To project the company into the present, Justice can utilize a new slogan: “Just for You.” Since tween years are a time of experimentation and self-discovery, tweens should decide what Justice is to them. Justice clothing is no longer just for girls, it is for anybody that loves fashion and feminine clothing.
Technology
Justice's first Gender Neutral line
Gen Alpha is the first generation to grow up in a world solely reliant on technology. Tweens’ focus on social media and gaming is at an all time high in comparison to other generations. In order to get their attention and keep it, Justice should utilize online platforms and tactics to reach their attention. Not only are social media tactics effective, but they are already being utilized by the major competition.
Tactics to support the new line
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Develop diversity in models starting with the inclusion of boys that dress femininely or trans and nonbinary tweens in promotional materials and product photos.
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Campaigns for the deconstruction of the traditional expectation of what "girls’ clothing" is by no longer labeling their clothes for girls. Utilizing the label “tween clothing” will help differentiate the brand from competitors.
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Ensure tweens are part of the conversation and decision making for the brand by creating events, contests, or focus groups where tweens can help create and direct new lines or campaigns.
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Add a page to Justice’s website that highlights Justice’s CSR efforts and ways for young tweens to get involved in those efforts.
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Increasing the number of interactive posts on all social media (Instagram, X, & TikTok).
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Creation of TikToks, Reels, and YouTube videos that teach young girls about fashion.
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Start a TikTok series #TweenTalk where tweens can share their experiences and talents with each other.
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Bringing back the Justice runaway as an online trend with a trending hashtag by having followers film videos of their Justice branded outfits.
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Host online giveaways and audience driven design contests to keep followers engaged and tweens part of the creation process.
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Partner with social media influencers and celebrities to create content that appeals to young audiences.
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Establish partnerships with popular tween gaming platforms like Roblox to feature Justice’s clothing as customizable items.
Gen Alpha is the first generation to grow up in a world solely reliant on technology. Tweens’ focus on social media and gaming is at an all time high in comparison to other generations. In order to get their attention and keep it, Justice should utilize online platforms and tactics to reach their attention. Not only are social media tactics effective, but they are already being utilized by the major competition.
Tactics to increase social media efforts
Community
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Start a newsletter for Club Justice parents that include helpful information about trends, volunteer opportunities, tips on parenting, special deals for purchases, and information about upcoming Justice events or contests.
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Host in-person day camps for tweens and parents to educate them, inspire them, or allow them to socialize with others and build a sense of community. Small popup shops can also be posted at these events for in-person purchasing opportunities.
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Include a Club Justice donation program that rewards those that donate their old clothes to tweens in need with special discounts. The reward points go towards small discounts or credits to receive the same item sized up.
