Can you believe it? After 20 years of building up significant brand recognition, Tween Brands is (literally) all-out ditching its Limited Too brand in favor of switching over all of its stores to its more profitable Justice – Just for Girls. Read the official news on the Tween Brands investor’s website in their 8/12/08 press release.
What does this mean? By first quarter, 2009, we’ll see approximately 600 Limited Too stores convert to Justice Stores. There are over 300 Justice stores today. Of the total 900+ stores, about 10% will either close or be put on a watch list for possible closure in the future.
At a high level, it seems quite obvious that Tween Brands would run into an issue competing with themselves in virtually the same market, so the fact that a change is occurring is not surprising.
What is surprising, however, is their choice of direction. Giving this a cursory glance and using my basic math skills, I’ve got to believe this is an expensive, high risk move. Wouldn’t it be less risky and less expensive to convert all stores to Limited Too? This would only be 300 store conversions and would leverage Limited Too’s long-standing brand recognition.
We live in a market that recently opened a Justice store about 15 miles away, but where we’ve had a Limited Too store in existence for years. The girls in our Tween Brands’ target market have hardly heard of Justice, let alone developed the brand ‘loyalty’ they express with Limited Too.
Even my 6 year old daughter brought up an excellent point, “Mommy, will they have to change the Limited Too outfits at Build-A-Bear to Justice outfits?”. I wonder if Tween Brands has considered the extensive reach of the Limited Too brand in their decision.
With either direction, there would be some transformation and tuning of their merchandise offerings to meet expectations and retain the customers of both stores. It appears that the driving force in the direction chosen was the assumption that customers prefer the lower pricing model of Justice.
I disagree. I do think that Justice currently offers a better match of quality with pricing, but I don’t think that lowering the pricing model of Limited Too would be an insurmountable task — especially if they have found a way to keep their current Limited Too leases and real estate in tact, while switching them to Justice stores. Additionally, the distinction in quality between Justice and Limited Too is not always perceptible. The designs are different – yes, but does the difference in quality justify the price difference – upwards of 25%? I don’t see it.
While I do agree that Limited Too’s pricing is too high, thus artificially inflating the value and perceived quality of their clothing, I suspect they may not be making the right choice in dropping the brand.
A part of the equation in the decided direction that is missing is the quality factor. I’m not buying that Tween Brands target customer just wants cheaper clothes. Rather, they don’t want to pay prices that are too high for the quality. If Tween Brands can find a happy medium in their transformation to offer a desirable mix of pricing, quality garment construction, and quality designs, it may be irrelevant which direction they chose. After all, the tween market is significantly lacking in this space, especially for girls ages 8-12.
Hopefully this natural force being placed on Tween Brands to reconcile the best of both competing brands will motivate them to deliver the quality and designs at the prices the market desires. While there could be some trial and error initially, I hope they can get their formula right as they merge the best of both brands under one roof — but, only time will tell if they have chosen the right roof.
What are your views on this decision? Can the Justice for Girls, with 800-900 stores, withstand the expectations of Limited Too customers? Do you think Tween Brands will be successful? Please comment and share your views.
Shrink was an important decision factor in the decision to convert Limited Too stores into Justice stores.
I personaly don’t want Ltd2 to go away.
I agree- Limited Too really had a reputation built up already. We liked the opportunities to save w/ Too Bucks and sales if we felt prices were too high. We just got our catazine introducing Justice and the styles seemed more juvenile than Limited Too. Good for the younger group, but my 13 year old will most likely lose interest. There are already many little kids’ stores out there.
I have always loved the quality & affordability of the Justice brand. Since the merge between the two companies I have noticed increased detail on their products being offered at the same or lower pricing. I love how they have looks to appeal to both the younger & older girl. I think many will be impressed. FYI…limited too WAS derived from The Limited & broke off from them back in 1999! I like the fact they changed the name to end ties to them, and who wouldn’t love the lower prices!
Thanks for the comments Christine! I visited a large Justice store over the weekend, and it exceeded my expectations. I was happy to see that they were still offering some great discounts (last weekend was 40% off whole store) even with the new, lower pricing model. In some of inquiries about the transition, I learned that the Limited Too designers were primarily kept during the merger. I think we’ve all had an emotional connection to Limited Too, so it may take some consumers a while to warm up to Justice. But, over time, I think Justice will do well with their new model.
Suzanne
limited too has more of a variety. justices clothes kinda XXXX [edited by Loobalee]! change it back to limited too! no one likes justice!!!! their clothes are ugly! im outraged with this!!!!!
justices clothes are kinda really ugly …. limited too was wayy better. that was not really a smart choice to change thatt! switch it back!!!
CHANGE IT BACK!!!!! LIMITED TOO IS BETTER!! IM REALLY OUTRAGED!!!
I think that it was a good idea. Everyone who knows about Limited Too already knows about Justice and the big switch. So everyone who went to Ltd2 should just go to Justice instead. Besides, the mostly sell the same clothes, and Justice sells them for better prices (even helpfuller in this bad economy).
Thanks for the comments! As I casually ask people about this, there is approximately a 50/50 split in current behavior. Some people have stopped going to Justice all together – seeking other brands. Others remain solid fans, see the similarities with Limited Too, and like the prices. It seems the people leaving don’t trust the Justice brand yet (quality, style, etc.), and don’t perceive it to be as “in” or popular as Limited Too. I think to be successful Justice needs to focus on the younger girls coming into their size range and work on keeping their interest (as well as their Moms!).
I really liked Limited Too, especially since I only got it when I visited the mainland. I have never even heard of Justice, and suddenly Limited Too is gone. I’m not sure if there is any difference in the clothes, but I guess Justice is okay.
Hi Kenna,
Thanks for visiting! Your comment is interesting… we live in an area where there previously weren’t any Justice stores too. So, if not for my travels and research I wouldn’t have been familiar with them before the switch either. I think there is some intentional difference in the clothing, though I understand from the sales representatives at our local store that mainly the Limited Too designers were retained in the transition.
I was always a big fan of limited too. One day my mom and I discovered Justice. First we thought it was a rip off of limited too. But the clothes were okay and the prices weren’t as high as limited too. But I still liked Limited Too better. I really liked getting the catazines.
But I have to say after a while they kept using that funny looking blonde girl in all of their pictures!! I really really really didn’t like
the way the clothes and swimsuits looked on her. It got to a point where
I would throw away the catazine if I saw even one of her pics.
I’m a big fan of Justice now. But I really miss the Limited too stores.
they were fun and kind of special. I feel like I am in Target or Walmart when I go to the Justice store. no videos or cool music or wavy door dressing rooms. nicer people worked at Limited too.
Hi “out of justice”,
Thank you for the comments and finding our blog! I hadn’t thought about your analogy to going into a Target or Walmart before, but I think you’re onto something. The store experience is definitely different than Limited Too. Tween Brands – if you’re listening… there’s definitely something to consider here. While I think Abercrombie Kids is way over the top with their experience, I think there’s merit in creating a unique, recognizable, consistent store experience that attracts your target audience. Hopefully that will come around as Justice “settles in”.
I missed Limited Too. Although I wasn’t a fan of their high prices it doesn’t make a difference. People still buy designer clothes for their children and the prices for one graphic t-shirt is a similar or even a HIGHER price than that. I do like Justice’s prices, though. Some of their clothes are cute but it’s too much. I was looking for a cute polo shirt there and the front looked cute but when I looked at the back i see a big doofy heart on the back and a big “JUSTICE” on it. And their graphic tees are OK. they aren’t really designs. And they try to act like Bobby Jack with the big old monkeys. And the zebra print skirts and tops all look ugly. And those splatter paint products??? I have to admit the skirt is cute but the rest is UGLY. And what’s the point of LTD2 EXCLUSIVES? Everybody knows justice desgins them. They might as well get rid of it. And i got the latest justice magazine and they said it’s better than Macy’s, Kohl’s, JC Penny, ect. Cheap isn’t always cute. I understand the economy’s bad and all but I think the majority of justice’s clothes look cheap. They ARE well made but there’s too much going on. They look fake and cheap. Their buffalo check clothes are cute but for the majority of it is ugly. I like juicy couture. Not all their stuff is expensive. They’ve got great sales. But the thing is….Justice can’t always be cheap. Their prices are soon going to raise and the sales become more scarce. Remember, Justice hasn’t been out that long. I mean who would be big enough of an idiot to start prices off expensive if their not designer or couture? Remember they need to pay fees for their stores, making of the clothing, paychecks, ect. Constant 40% off sales aren’t going to save them fovever.
P.S. R.I.P MICHEAL JACKSON
Hi Jalynn, thanks for the comments!
It’s funny… just yesterday my friend and I walked in a Justice store just to get a feel for how its doing and to see what’s coming out for Summer to Fall transition, BAck to School, etc. I would have to agree with you that the designs were loud, overly graphiced-out and blinged, and even the colors and fabrics were disappointing. This was my opinion, and I’m curious what my daughters will think — so, I’m going to test that one for back to school shopping. I don’t think there was much in the store they would have liked yesterday.
Thanks again for the visit and taking time to leave your comments. I appreciate it!
Suzanne, Co-founder, LoobaLee.com
I liked limited too much better. I used to like going to limited too because I’m thin and i don’t really fit in juniors clothing. Justices clothing looks cheaper and looks like its more for younger kids, where I thought limited too was cute for my age too. Oh well… justice isnt getting my business.
Thanks for the pov desi. We agree with you. We have decided not to include Justice on our brand menus for Sellers to list. There actually are many other brands that cover tween clothing sizes — although it seems limited (pardon the pun) in comparison with younger kids clothing options. Check http://www.juviehops.com for a nice and collection list of tween brands. Many of these are available in the higher-end department stores — but watch your prices. The Juvie Shop and other on-line boutiques may actually be less expensive.
They can’t get rid of Limited Too Completely. That would be a huge mistake for Tween Brands. They would loose so many customers. Even in the future years from now when Limited Too customers stop shopping at Limited Too. I can understand them having a half Justice, half Limtied Too Store, but completely getting rid of Limited Too is a pretty bad idea.
Limited Too and Justice are a lot alike, but there are some differences. Limited Too’s clothes seem to be of better quality and have a better fit. Justice’s clothes seem to be cheaper quality (Along with the cheaper prices) you can feel the quality difference in some of the items. Limited Too is different from all other kids,tween, and teen companies. Their quality difference, sizes and appeal stick out from the other companies. So in the future if they do switch they won’t have as many customers because they will no longer stick out from the others. Kids and parents will just be like “I can get that same thing elsewhere.” Plus the Justice logo is less appealing, The limited Too logo (a flower) and the saying “It’s a girl’s world” is so much more cathy and appealing to girls.
I really hope they don’t completey switch, it would be like throwing away all of your hard earned metals and trophies. They would also disapoint tons of girls out there, including me.
Hi Sarah,
Thanks for the comments. There still seems to be a huge Limited Too fan base out there that the Justice Brand is not capturing. I hope that Tween Brands recognizes this and continues to work on finding the right balance between cost, quality, and style. I would say they still have a little more time to modify the Justice brand and woo their LImited Too customers back, but not much. I was personally hoping to see more variety in their back to school fashions this fall. My girls, given pretty much a blank checkbook to go shopping, couldn’t find a thing in the store that they liked and/or that fit them.
I have to agree with many of the people that wrote in, Justice is just plain tacky! I loved shopping at Limited Too for my 12 year old. The prices were high but they always had great sales when you used the cards buy 50$ save 25$ and the clearance online was always phenominal. I never paid full price for anything. I went into Justice and couldn’t believe Tween Brands has the nerve to say its just like Limited too with lower prices. They have to be kidding. The designs are so Ugly and Tacky. I used to buy in that store every couple of weeks now I’ve been in there 2 times and will not be going back. I wish there was a Tween Brand email to write into but I can’t seem to find one
Cindy, Thanks for your view point. For Justice store feedback, send your email to customerrelations @tweenbrands.com. You can also find more information about the company at http://www.tweenbrands.com. There is an “Information Request” link on the left side of the page where you can request investor information and enter your comments.
I currently have been employeed with the Justice brand for 3 years now– I can honestly say, LTD2 was a sinking ship. The ‘take-over’ had nothing to do with shrink, or the brand itself– It had everything to do with customers NOT walking in their doors. Customers + sales x business = JOBS. Eighty million dollars in debt is a lot of fifty dollar jeans to sell in this economy today, when we have targets and such. So why not shop at Justice….. You get the LTD2 look you love for less….
Regards,
Tina
Oh and one more thing– Justice adopted “Too Bucks” idea– It’s now called “J-Bucks”.. Same concept– save 25 when you spend 50!
i think justice is way better than limited too. they were the same anywayz but i had never been to a limited too before. i go to justice all the time. so bump u haterz.
Ok, ahh I’ve heard of Justice before it took over Limited Too and all my friends were wearing it. It was like the in thing and I was happy that it took over Limited Too because it’s cheaper, it’s designed by the same people… I’m mad because it’s been around 4 ever! I’m stylish I know what I’m talking about. I get the catazines every month.
I wish they had converted all the stores to Limited Too! Won’t stop me from shopping there though.
I think that as the two brands merge, the parent company will do all it can to make sure the best of both stores is brought to their customers. I can’t believe they would go through such an extensive and expensive change without having studied the possible outcomes thoroughly.
I already commented on the subject, but I forgot to include that I am a member and also a Facebook fan. I also want to mention that I have teenage grand daughters who shop this market and they like the new name better – who wouldn’t want Justice just for Girls?!?
My mom worked for Limited Too for years…my sisters and I grew up wearing Limited Too clothes. We had a Justice store come to our mall last year. I had no idea that it was the “new” Limited Too…until about six months ago. I do not shop there because I have two boys, but im sure that I would if I had girls. Personally I liked the look of Limited Too.
im a member
facebook fan too:)
My daughter isn’t big enough for these brands yet, but I’ll tell you, if they don’t follow the recent trend to make little girls look like Bratz dolls (short skirts, saying on shirts like “flirt”, etc.) I’ll be happy. I want my little girl to look like a little girl!
I’m a member and a facebook fan!
Just did a quick read of all the above articles – seems to be slightly weighted toward liking Justice over Limited 2 now that it is becoming established. I rarely shopped Ltd. but am quite a regular customer of Justice – have grand-daughters who seem to like not only the clothing but also the accessory type items they carry – many of which aren’t offered in other markets for girls their ages.
Me again – forgot to mention that I am a Facebook fan.
Hi Judy! Congratulations! You just won our drawing for our Christmas Countdown on our Day 8 article re: Justice vs. Limited Too! Thanks so much for your comments and for your interest in L:oobaLee. Please watch for an email from CustomerCare@LoobaLee.com with details on claiming your prizes. ~Suzanne @LoobaLee
Hi Amanda, It’s really interesting that your Mom worked for LImited Too for so long! I haven’t meant anyone that closely connected (nor anyone like you who who would have worn so many LImited Too clothes as a young girl!). I’d be curious what your Mom thinks about Justice. Has she ever walked in a store? She would probably notice some distinct differences. And, if she looks closely, she’ll also notice one or two racks of LImited Too “special edition” items still in the stores.
Thanks for your continued comments! We’re looking forward to our Grand Prize drawing on Thursday! ~Suzanne @LoobaLee
Hi Billie, I had to chuckle about your comments on the Justice vs. Limited Too article
My daughters are right in their size range now, and I’m totally with you about avoiding the Bratz doll look! Unfortunately, I personally find most of what Justice offers to be tacky, lower quality, and borderline “Bratz”. There are the occasional basics and nice items (maybe 20% of the store), but when peeked in there for back to school shopping for the kids this year, we didn’t find anything except one plain t-shirt in a unique chartreuse color that my daughter loved.
Thanks for your continued comments! We’re looking forward to the Grand Prize drawing on the 24th! ~Suzanne @LoobaLee
Hi, that’s a great point about Justice Judy! Our article tended to focus on the clothing, but Justice also offers a broad range of unique ‘gift’ items for girls. They appear to have partnered with various game makers and manufacturers to make “Justice” versions of games and accessories that are not available elsewhere. Thanks for your continued comments and interest in LoobaLee! And, thanks for participating in our contest — we’re continuing through the 24th, when we draw for our grand prize! ~Suzanne @LoobaLee
I havent asked her about what she thinks of the Justice brand yet, but I will. I will have to go into the store after Christmas and check it out.
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I like both.Limited too was dilapidated, anyway no offense I like your outfits.
i miss you limited too!
ok i just came back from justice and there getting new things there so iam starting to like justice better
I am very petite adult and I loved Limited Too. I could get pants and shirts that made me look professional. Its hard to dress like an adult when you are a size 12 in kids and just swim in adult clothes. The Limited Too was a good alternative to me hunting for 00 and petites that could still be big on my body – or going to that store that cost an arm and leg just to have my size. I still have pants from 4 years ago and until I get fat or they have wholes I am keeping my great finds of the Limited Too
Hi Lana, thank you for commenting. I completely see that the Limited Too brand would have been more suited to your needs than the Justice brand. Have you found any goo alternatives? I have a friend, Kristin, at Juvieshop.com, which is one of the only websites I know of that focuses on tween-sized clothing. She has many different brands you could look at, and she may even have some ideas for you on where to shop.
This is a little bit different, but I’m experiencing a similar dilemma right now in shopping for my mother-in-law, who was always petite. She’s become so petite now that even swims in petite smalls and extra-smalls. If you’ve come across any ideas on where I could shop for her, I’d love to know! Thank you!
I’ve looked at the clothes on the Justice website and the website itself… it just doesn’t seem as much fun as it used to be like about 14 years ago… maybe times are changing, maybe I’m getting old, but I remember having a lot of fun in/with Limited Too way back when and bought some pretty fun & creative stylish stuff! I was felt like a kid in a candy store. But I hope it’s still fun fort he tweens of today.
I remember the one fall the website had a chalkboard on the homepage and it wrote “I will be fashionably late” or something haha, it was quite a fun experience, I will never forget it. 
Hi Chrissy, thanks for the fun comment. I actually thought Justice was picking up speed a little bit as far as being as appealing as Limited Too. Now, I think they’ve lost some steam and creativity. My girls both fit in their size range, one at the higher end and the other at the lower. And, neither one of them are finding much there these days. The styles seem to be getting repetitive, and I think they notice the difference in quality. So, they tend to gravitate toward looking at the accessories and other miscellaneous stuff (which, even at 40% off are high priced for the quality).
Do you have any kids that still fit in children’s / tween sizing? Curious where you’re shopping these days.