June 7, 2007

stepping into an already crowded market.


forever 21, the leader in cheap chic (sorry h&m), is going “high-end” with twelve by twelve, a more sophisticated and luxury based line, if that makes sense. every piece in the line will retail for under $100, and includes faux leopard coats, chiffon dresses, and lamé pleated skirts. the collection, which is aimed at “the new 30” (meaning the old 20s), will debut online at twelvebytwelve.com, and at 10-15 in-store boutiques in forever 21 stores later this month.

i’m quite excited by this…i can always find great weekend and casual clothes at forever 21, but have a hard time finding chic, yet appropriate work wear for someone in their 30s (for real). The market for this though is already filling up, with h&m, zara, topshop, express and others aiming for a more beautiful, unique pieces.