Consumerism has a new friend in kids, particularly tweens. The trend sees birthday parties with Miss World or Bollywood themes, and kids in low-waist jeans and high heels. Fashion awareness is very high amongst tweens. They sport image tags, are clued in to the latest trends and work at acquiring a confident, ‘chilled’ look.

The “Page 3” culture, peer pressure, exposure to fashion trends on television and parents with deeper pockets are teaming up to produce a generation of independent-minded fashionistas who want to dress older than they are. Music, Bollywood and sports stars are big influences for the tween group. Reebok, the leading sports brand, was one of the first to capitalise on this trend when they launched a new juniors concept store with Indian cricketing sensations “The Pathan Brothers”.

Tweens today have ‘grown up’ dreams about luxurious bungalows, fancy cars and power. For them, constant money is in while pocket money is out. And while money and fame come early, wisdom and the ability to deal with money and fame also seem to be coming that bit earlier.

When fashion is racing ahead, can beauty be far behind? Children’s salons and gyms are on the rise! Today’s kids are no longer happy just being cute. They want to look groomed. Watermelon in Mumbai is a specialised salon for kids. It started off as a crowd puller into the Ruff brand clothes store and is now an attractive business option. Older women are fast being elbowed out of beauty clinics by clients in their pre-teens and early teens. Over 20 % of client turnover in cosmetic surgery and beauty clinics is the age group between 12 and 16 years. Rather than discouraging this trend, parents are fuelling it further as they see grooming as a measure of social success. It’s almost a part of the cultural ethos to look good and kids are swept away by this huge wave of peer pressure. Be it to please the boyfriend or win the next beauty pageant, these kids are not willing to wait for time and tide. To put it simply, what the brat brigade wants, the brat brigade gets.

Is this speeding consumerist attitude a bane or a boon? Depends on whether you are a brand or a parent!