Tuesday, June 19, 2007

Twelve By Twelve: Forever 21's Upscale Venture


Announced this week, Forever 21 (Google Finance) takes a new direction with their new brand Twelve by Twelve. Introducing a more upscale approach to affordable, fashion-forward clothing, Twelve by Twelve aims to cater to a slightly older constituency with ready-to-wear pieces. Attempting to mimic the successes of MNG Mango and Zara (Google Finance), the clothing seems to be intended for older adults looking for clothing to go out in. Adding to the success of Forever 21's individual pieces, Twelve by Twelve also will contribute matching pieces for a more put together look.

Previously, Forever 21's growth and success has been attributed to the high in-store turnover ratios, as well as the momentous flow of new products being introduced. Inspired by the most up and coming trends on the market, it is estimated that the production turnaround time is as little as two weeks, providing their customers with affordable access to the newest styles.

Based on the released photos, the current perception seems somewhat negative of the future prospects of the brand. However, based on the current market for fashion-forward ready to wear clothing combined with the production genius behind Forever 21, I remain bullish.

Source [Images, Data]

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