1The Justice brand of clothing has had a volatile history, as changeable as their target “tween” market. The roots of the brand trace back to The Limited clothing company. In the early 1980s, The Limited stores began to feature a department specifically aimed towards younger girls and infants. The success of the department prompted the company to created Limited Too stores, specifically designed for children. The first Limited Too store opened in 1987, and by 1995, there were 288 stores.
In 1996, the company began to change the focus of Limited Too, transforming the stores to cater to preteen girls. In 1999, the brand was spun off to form the independent Tween Brands. Beginning in 2004, Tween Brands launched the Justice brand, opening 34 Justice stores. Tween Brands continued to operate both Limited Too and Justice stores until 2008, when the company announced it would discontinue the Limited Too brand, converting most of the stores to the Justice brand, while closing 26 others.
While Tween Brands doubled their sales from 2003 to 2007, they found it hard to compete in the specialty youth clothing market dominated by powerhouse companies like Wet Seal, American Eagle Outfitters and Abercrombie & Fitch. The image of the company was somewhat tarnished by a 2007 Slate magazine article that criticized them for merchandising “Nitwit Wear.” The article pointed to T-shirts with slogans like “Buy it now! Tell Dad later!” and “I Left My Brain In My Locker.”
In 2009, the company Dress Barn acquired the company. At the time of acquisition, there were 867 Justice stores. In 2010, the company was in the news when it recalled 137,000 pieces of jewelry that were found to contain high levels of cadmium, a heavy metal that can be toxic to young children. No incidents of illness were reported connected to the jewelry. In 2011, the company recalled beaded curtains products, citing a strangulation danger. Two cases of consumers becoming entangled in the curtains were reported.
The Justice brand’s online store is called ShopJustice. Justice caters to girls aged 7 to 14 with a broad array of clothing, accessories, jewelry, footwear and cosmetics, as well as electronics, music and toys. Their Webkinz stuffed animals are one of their most popular products. The Justice style overall is “bedazzled.” Sequins are prevalent in many of their fashions. Graphic T-shirts are highly featured, as are jeans with a slightly worn, faded look. They also have some fantastic Shop Justice coupons to help their visitors save money.
Online Justice clothing offerings include shorts, coats, dresses, graphic tees, jeans, pants, school uniforms, shirts, sweaters, sweats, tops, swimwear, sleepwear and undergarments. Justice brand accessories include belts, bags, hats, socks, tights, sunglasses and a variety of gear for school. Justice carries a wide array of shoe styles, including boots, casuals, flats, flip flops, sandals, slippers and sneakers. Justice also offers items to decorate a tween’s room, as well as a line of party favors that features Halloween T-shirts and nail polish.
Limited Too stores had offered popular “Too Bucks” sales campaigns three times a year, in which they offered coupons worth $25 off a $50 purchase every time a customer spent $50. Justice stores offer similar “J Bucks” and “Fun Cards” campaigns during special times of the year. Both J Bucks and Fun Cards are redeemable online. Currently the brand is running a 40% off Justice coupon to entice back to school shoppers!
