Brands today sell more than clothes, they sell an image or idea of coolness and maturity. In her article, Anne Norton notes that window displays effectively convey this message. Anne Norton’s article is supported by Juliet B. Schor’s “Selling to Children: The Marketing of Cool.” This is true through “tween marketing”, age compression, and the idea of exclusivity. Thesis: Companies are targeting products designed for older consumers, adolescents, and tweens. In her article, Anne Norton states, “Adolescents, particularly female adolescents, are inclined to spend a good deal of time at the mall. They acquire not simple commodities (they may come home with many, few, or none) but a well-developed sense of the significance of those commodities.” (Norton 1) Teen girls walk into the mall, see examples of who they can be, and leave with the confidence that they can purchase those …show more content…
It also gives young girls a sense of maturity, and this is closely related to what Juliet B. Schor refers to as “tween” and “tween marketing.” She says “Part of why tweening is so lucrative is that it involves bringing new, more expensive products to this younger group. It’s working because tweens have growing purchasing power and influence over parents. The more the tween consumer world comes to resemble the teen world, with its comprehensive branding strategies and intense levels of consumer immersion, the more money there is to be made” (Schor 7). This puts Norton’s point into perspective, that these are the commodities that teen girls or “tweens” want. The closer a market is to an older audience, the more appealing it becomes to a younger audience. These are the exact commodities Norton talked about in her article–teens often feel more mature due to marketing that is aimed at them, this is because companies promote products intended for older