Selling hats to tweens is not an easy task. It’s a science – one that has been perfected by two now-merged specialty retailers in the United States – Lids and HatWorld. Note that this science includes udnerstandign what tweens care about the most, focusing fanatically on the in-store experience, blending the offline and online experience, and taking to the streets with guerilla marketing.

In this chapter Patricia B. Seybold takes a look at the success behind Lids- a company which today has turned into one of the most successful tween retail brands ever!

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