J.C. Penney is targeting a young, on-trend fashion audience with the newest addition to its brand portfolio.
A curated mix from the core assortment of fast-fashion brand Forever 21, along with trend pieces and exclusive collaborations, in being added to 100 J.C. Penney stores and its online site. The department retailer said the move enhances its position “as a national retailer for teens and young adults.”
The launch of Forever 21 at J.C. Penney is being driven through a 360-marketing campaign that includes in-store, e-commerce, social media, and direct mail promotions.
“Forever 21 and JCPenney share a mission to make the latest trends accessible to all while inspiring unique style and confidence,” said Michelle Wlazlo, executive VP, chief merchandising officer at JCPenney. “The addition of this brand to our portfolio rounds out our Young Minded assortment and brings an exciting new element of in-the-moment fashion.”
The assortment at J.C. Penney will include tops, bottoms and dresses that are “rooted in West Coast style and composed of new, neutral must-haves and trending design aesthetics like lush velvet and chic floral.”
Forever 21 declared bankruptcy in 2019 and was subsequently acquired by Authentic Brands Group in a deal that also included Simon Property Group and Brookfield Property Partners. J.C. Penney declared bankruptcy in May 2020. The company’s retail operations were acquired in November 2020 by Simon Property Group and Brookfield Property Partners.
“Forever 21’s relationship with the Generation Z customer is a perfect alignment for JCPenney, who is also committed to bringing innovation, excitement and fashion to a young consumer that understands the quickly evolving trends in fashion,” said Jarrod Weber, group president lifestyle, chief brand officer – lifestyle at Authentic Brands Group, owner of Forever 21. “We are particularly pleased to bring both companies together for the launch of this creative brand and marketing opportunity.”
[Read More: Authentic Brands Group sells equity stake; company valued at $12.7 billion]