The move is intended to attract more teenagers and young adults to the retailer and strengthen its credibility as a “shopping destination of the generation”.
Michelle Wlazlo, executive vice president and chief business officer, Penney, said:Forever 21 and JC Penney share a mission to make the latest trends accessible to everyone, while inspiring unique style and confidence. The addition of this brand to our portfolio round out the Young Minds category and bring in an exciting new element of the times. fashion. ”
Forever 21’s collection at JC Penney will include tops, bottoms and skirts that are “rooted in West Coast style and include new, neutral and on-trend design aesthetics like lush velvet and floral chic.”
The launch will be supported by a marketing campaign that includes in-store promotions, e-commerce, social media and direct mail.
This connection was made from a few bankruptcies and a new world ready for all kinds of new combinations (see Kanye West at Gap, Gap Home at Walmart, etc.).
Forever 21 went bankrupt in 2019 and was Authentic brand group, while JC Penney succumbed to creditors during the worst of the pandemic last year and was acquired by homeowners Simon Property Group and Brookfield Asset Management Inc.
ABG and Simon have a long history of working together and are forging new relationships.
Jarrod Weber, corporate president of lifestyle and brand director at ABG, said: “Forever 21’s relationship with Generation Z customers is a perfect fit for JC Penney, who is also committed to brings innovation, excitement and fashion to young consumers who understand the rapidly evolving trends in fashion.
“We are especially excited to bring both companies together to launch this innovative brand and marketing opportunity,” Weber said.
ABG, which is in the process of acquiring Reebok, has plenty of opportunities to chase.
The brand house has quickly become a giant with a portfolio that stretches from Marilyn Monroe and Elvis Presley to Eddie Bauer and Aéropostale to Vince Camuto and Nine West to Brooks Brothers and Barneys New York.
More from WWD:
https://wwd.com/business-news/business-features/forever-21-landing-in-j-c-penney-1235016332/ Forever 21 Landing in J.C. Penney – WWD