Children’s clothing retailer The Children’s Place Inc. launched a new tween fashion apparel, footwear and accessories brand called Sugar & Jade.
The tween apparel market is estimated at approximately $8 billion according to Jane Elfers, president and CEO of the Secaucus-based company.
“Based on our leadership position in the big girls’ apparel and accessory space, we are uniquely positioned to retain our tween customer as she transitions from The Children’s Place brand to her next style stage,” she said in an announcement on Nov. 9. “We have over four 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 also migrating the current The Children’s Place customer to Sugar & Jade at the appropriate moment in their purchase journey.”
Sugar & Jade is a digital-only brand and will be the first available on The Children’s Place’s new Salesforce e-commerce platform. The brand, which come in sizes 8 to 22, launches with a loyalty program that rewards customers for each purchase and provides them with special offers and exclusive access to bonus events. The retailer’s social channels will amplify its shoppers’ own fashion stories and celebrate individuality as part of its marketing strategy.
“We consistently receive positive customer feedback on our big girls’ assortment. Our customers let us know that The Children’s Place has been an important part of their kids’ wardrobe, and they wish they could stay with us longer – and now, with the launch of Sugar & Jade, they can! Pairing our deep understanding of our big girl customer with our extensive market research, we are confident that Sugar & Jade will deliver what our tween girl is looking for,” Senior Vice President of Creative Design Jennifer Groves said.