Master's thesis of Arts: Investigating the tween girls fashion market in Melbourne: opportunities for expansion and adaptation

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The focus of this research is to investigate the tween girls’ fashion segment in Australia and identify and explain the potential for development in the Australian tween girls’ fashion market with a specific focus on Melbourne. The main objective of this research is to understand the characteristics of the Australian tween girls demographic with respect to fashion marketing and consumption. In addition, this research investigates and analyses the differences and similarities between Japanese and Australian concepts of tween fashion through a case study, while acknowledging cultural differences and the different market situations.

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