Low Cost Luxury (Twelve By Twelve)

San Diego,

Recently, my thoughts on the brand Forever 21 have drastically changed.  I used to have a negative opinion of the brand, cheap clothing and not really trendy, more trashy.  Upon going into the Forever 21 store in Fashion Valley Mall I was pleasantly surprised.  The store was much better organized and chic compared to Forever 21 stores I had seen in any suburban malls on the east cost.  The store has also developed different lines, my favorite one being Twelve by Twelve.

 

This line of clothing has a higher price point and was created for an older, more mature audience, not juniors who the brand normally targets.  Their clothes are trendy, embracing the military style and use of ruffles that was seen on the catwalks at Paris Fashion Week fall/winter 09.  Prices are about the same as H&M and Zara, who the line was meant to compete against.  No one piece cost over $100.

 

Forever 21 developed a separate website for Twelve by Twelve but has it still linked to the main brand.  I like the photography they used to promote their apparel, it is sophisticated and reminds me of photos you would see in Vogue.  You can purchase apparel from the site or special boutiques in select stores.  The line has its own flagship store in LA.    

 

Overall the concept of Twelve by Twelve fits perfectly with recent the trend of high fashion luxury at a disposable price.  Betsy Zanjani, vice price of merchandising for the line sums it up well, “Twelve by Twelve is a grouping of items designed to go together, to be worn together. It will be a little bit more sophisticated, (with) much more luxury.”  I am excited to see what Twelve by Twelve will have to offer in the future.

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