meta_pixel
Tapesearch Logo
Log in
The Journal.

The Rise of the Tween Shopper

The Journal.

The Wall Street Journal

Daily News, Business News, News

4.25.3K Ratings

🗓️ 4 September 2024

⏱️ 16 minutes

🧾️ Download transcript

Summary

Tweens, or kids aged 8 to 12, have learned to shop online. Brands are taking note. WSJ’s Chavie Lieber spoke to TikTok-er Demetra Dias and explains the impact of influencers like her on young shoppers and the brands that court them. Further Reading: - Teen Girls Are Spending Big. She Tells Them What to Buy. - Why Tweens Are Obsessed With This $110 Sweatsuit Further Listening: - How the Stanley Cup Became the Internet's Favorite Water Bottle - Teens Are Falling Victim to AI Fake Nudes Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

Click on a timestamp to play from that location

0:00.0

Every day, 17-year-old Demetra Diaz looks at her closet and decides what to wear.

0:11.3

And when she does, she hits record on her phone and makes a video.

0:15.0

I decided I want to wear this jeans squirt today. For these red ones, I was thinking we could do like a

0:19.5

white tank to mash the white. This American flag was better.

0:23.0

Demetra started making these kinds of videos about a year ago.

0:27.0

Since then, she's done some typical high school things,

0:30.0

gone to prom and finished 11th grade. But she's also had some not so typical

0:36.1

experiences like collaborating with clothing brands and pulling in 3 million

0:40.9

followers on Tik-Toc. Our colleague Harvey Lieber reports on

0:44.7

internet culture and has been following Dimitra. She loves shopping, she loves

0:50.3

clothing, she has great style.

0:52.6

This is all stuff I already have

0:54.1

and I'd recommend for you for back to school.

0:56.4

First, let's start with jeans.

0:57.7

She makes dancing videos.

0:59.9

She's fun, she's sweet.

1:02.0

Today's officially my last day of summer.

1:06.1

Like tomorrow I have school.

1:09.1

Some of Dimitra's top videos, they have, you know, she has 29 million views and it's just her shopping

1:16.6

for low-rise jeans.

1:20.7

So I thought, you know, there's definitely something here. I think this is a combination of

1:25.6

Tik-Tok boosting her videos but also just the power of Jen Alpha engagement on

...

Please login to see the full transcript.

Disclaimer: The podcast and artwork embedded on this page are from The Wall Street Journal, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of The Wall Street Journal and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.

Copyright © Tapesearch 2025.