Limited Too forced to apologize as millennials call out retailer for not ‘prioritizing’ correct sizing at failed launch
BELOVED retailer from the late ’90s and early 2000s Limited Too is back but at the center of disappointment.
As nostalgia-hungry millennials eagerly awaited the brand’s comeback, excitement quickly turned to dismay when the relaunch focused primarily on kid and tween-sized apparel — leaving adult fans feeling sidelined.
Limited TooDisappointed fans, who had hoped to relive their childhood memories, called out the brand for failing to cater to their demographic[/caption]
Limited Too is officially back after a 15-year hiatus [Stock Image]AP:Associated Press
Limited Too, a fashion staple for ’90s kids, teased its return over several months with cryptic Instagram posts, building anticipation for its comeback.
The brand’s original fans, now grown up, voiced their hopes that the relaunch would include clothing sized for adults.
Comments like “Please be adult sizes” and “I’m scared this isn’t actually for us millennials” flooded the brand’s social media pages.
In July, Limited Too officially relaunched with a tween-focused line — to the dismay of many millennial fans who were clamoring for adult sizing.
The brand acknowledged this on social media Thursday morning.
OPEN LETTER
In an Instagram post, Limited Too shared a letter addressed to “Limited Too Legends,” where it recognized the dissatisfaction among fans and shoppers.
“Please know we’ve been listening closely,” it stressed.
The letter, full of promises to “bring something special to original Limited Too fans,” stressed that the brand’s intention was never to exclude them but to take the time needed to “get it right.”
The brand also revealed plans for an adult launch coming in Spring 2025, calling it “a tribute to our cherished OGs that have supported us all along.”
NOT TOO HAPPY
Many took to social media to express frustration that the brand failed to cater to the very generation that helped define its success.
Feeling snubbed, some questioned whether Limited Too even acknowledged the loyal fanbase it once had.
One person commented on the post, “That’s a lot of words to say ‘wow this launch did not go as intended since our entire demographic is now adults. So please bring your money back.'”
“How was this not the plan from the jump!” someone else questioned.
The team here is made up of the original designers and fans of the brand: we want today’s generation to experience the same excitement and wonder that we once did, too!
Limited TooInstagram
“I hope they know that not everyone is a size small and they need to include all sizes!” added a third. “So let’s manifest good things.”
Sarah Rosen, senior vice president of marketing for Bluestar Alliance, which owns Limited Too, assured fans that the forthcoming adult collection is not just a one-time project.
“Our team has been working diligently to ensure that each product not only meets but exceeds the expectations of our original fans,” Rosen said.
Members of the original design team have remained with Limited Too during the re-launch and played a key role in developing the tween line.
ABOUT THE COLLECTION
Limited Too was once a staple in tween closets, known for its iconic styles ranging from tie-dyed tube tops to rhinestone halter tops.
Between the late 1990s and early 2000s, it was the go-to destination for preteens looking to express their unique style, until the brand shuttered its doors in 2008.
After a 15-year hiatus, Limited Too made its triumphant return on July 12, unveiling a new collection available at Kohl’s, with additional styles set to roll out throughout the month.
Petra Kennedy, Limited Too’s design manager, shared with Today that many team members involved in the relaunch were also part of the original design team, including herself and the brand’s president.
“My first internship was actually with Limited Too, so they were my first job straight out of college,” Kennedy reminisced.
“It was a pretty amazing, super special, lucky job, to be in an amazing creative environment that caters to the tween girl, giving her positivity and magic all over the place.”
Founded in 1987 as the tween division of The Limited, Limited Too quickly won over the hearts of young girls with its cute and trendy designs.
The relaunch team recognized the importance of rekindling the emotional connection that customers had with the brand, aiming to honor its legacy while appealing to a new generation.
Kennedy described the early 2000s as “a magical time to be designing.”
“With our new collection, we’re giving you a little bit of that heritage taste while also introducing fresh, trendy pieces,” she said.
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