Twelve By Twelve By Forever 21
Cheapie chain Forever 21 has devised a new method of competing with Zara and H&M. The California retailer introduced the new Twelve by Twelve clothing collection on Tuesday.
Although the threads at Forever 21 typically target a junior-sized audience, the new line will be aimed at thirty-somethings.
“Forever 21 is fast fashion, it’s quick-turn, young and fun,” said Betsy Zanjani, vice president of merchandising for the project, “whereas Twelve by Twelve is a grouping of items designed to go together, to be worn together. It will be a little bit more sophisticated, much more luxury.”
Twelve By Twelve will launch its own Web site (twelvebytwelve.com) later this month.
Ten to fifteen in-store boutiques in already-existing Forever 21 locales.
Twelve by Twelve will get it’s own flagship shop at the Beverly Center in Los Angeles in the Fall.
The Twelve By Twelve line will feature fingerless knit gloves, jewelry, hatsdresses, cocktail frocks with pleated collars and vintage pieces of costume jewelry.
Twelve By Twelve is priced about thirty-five percent higher than Forever 21’s usual ensemble, but each piece will cost less than $100.
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On June 12th 2007, College Candy » Will Twelve by Twelve be the Reverse of Twenty One? wrote:
[...] this is why the company decided to launch a new line called Twelve by Twelve. It will be directed towards a more sophisticated crowd and aim to have a more classic [...]
On June 17th 2007, Budget Babe wrote:
We’re thrilled forever21 is expanding business, and can only pray that the quality will be better at twelve by twelve. Anyone know where the name comes from? 12 is 21 backwards? We’re stumped