The purpose of this study was to explore how preadolescent females and their mothers navigate and negotiate the wardrobes of the girls. The preadolescent consumer is an important market; in the United States there are 10.3 million female girls between the ages of 10 and 14 (US Census Bureau, 2005), often referred to as "tweens" (Linn, 2004). This tween market is one of the most desired markets to penetrate for a number of reasons: its spending power, its ability to set trends, its receptivity to new products, and its potential to produce lifetime customers (Bush, Martin & Bush, 2004).
The following research questions were explored in this study:
• What is the perceived closeness of the relationship between mothers and their preadolescent daughters?
• What role does a mother play in influencing fashion choices of her daughter?
• What are the relative levels of fashion activity between mothers and daughters?
• What do preadolescents think is important about their wardrobe and fashion choices?
• What influences preadolescent girls when making fashion choices?
• How do mothers and daughters negotiate decisions about what fashions the preadolescent wears?
Negotiation of clothing and wardrobe between mothers and daughters occurs both at home and while shopping. Two general areas of conflict between mothers and daughters while negotiating fashion choices emerged: (a) a specific trendy style and (b) issues surrounding modesty. Both mothers and daughters reported close relationships with one another. Mothers and daughters agreed that daughters recognize the mothers' influence when it comes to fashion choices. However, the mothers' role of influence was identified as fashion gatekeeper, such as approving clothing that is age-appropriate. Other influences on preadolescent fashion choices are friends, fashion media, and sisters.
Additionally, opportunities for future research were identified through paradoxical data generated in this study. When presenting information about their fashion decision making, daughters reported that they make their fashion choices based on what they like, but also reported through explanation of their preferred styles that they look for styles similar to that of their friends. This was substantiated by both daughter and mother reports with respect to seeking the approval of the mothers.