Forever 21 Landing in J.C. Penney – WWD

Forever 21 has found a new perch at JC Penney.

Selections from the fast fashion brand’s main women’s assortment, as well as trendy pieces and collaborations, will be added to 100 JC Penney stores and its e-commerce.

The move is intended to attract more teens and young adults to the retailer and strengthen its reputation as a “generational shopping destination”.

Michelle Wlazlo, executive vice president and chief merchandising officer at Penney, said, Forever 21 and JC Penney share a mission to make the latest trends accessible to all while inspiring unique style and confidence. The addition of this brand to our portfolio completes our Young Minded assortment and brings an exciting new fashion element of the moment ”.

Forever 21’s assortment at JC Penney will include tops, bottoms and dresses that are “rooted in West Coast style and comprised of new neutral must-haves and on-trend design aesthetics such as lush velvet and floral chic.”

The launch will be supported by a marketing campaign with in-store, e-commerce, social media and direct mail promotions.

The connection is forged by a couple of failures and a whole new world ready for all sorts of new combinations (see Kanye West at Gap, Gap Home at Walmart, and more).

Forever 21 went bankrupt in 2019 and was collected by Authentic Brands Group, while JC Penney traded to creditors during the worst pandemic last year and was bought by owners Simon Property Group and Brookfield Asset Management Inc.

ABG and Simon have a long history of collaboration and are making new connections.

Jarrod Weber, Group President of Lifestyle and Chief Brand Officer of ABG, said: “Forever 21’s relationship with the Generation Z customer is a perfect alignment for JC Penney, who are also committed to bringing innovation, excitement and fashion to a young consumer who understands rapidly changing fashion trends.

“We are particularly pleased to bring both companies together for the launch of this creative brand and marketing opportunity,” said Weber.

ABG, which is in the process of buying Reebok, has many other opportunities to pursue.

The brand house quickly became a giant with a portfolio ranging from Marilyn Monroe and Elvis Presley to Eddie Bauer and Aéropostale to Vince Camuto and Nine West to Brooks Brothers and Barneys New York.

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