Naturally, this is a dream come true. First, because we're happy that they didn't decide to just raise prices on existing merchandise—you know, establish a loyal customer base, then raise prices once we're all hooked (the old bait 'n' switch). Second, because we were always willing to pay a tad more for Forever21 clothing if they could just come out with marginally better quality stuff. Hopefully, Twelve by Twelve will deliver!
Twelve by Twelve is priced about thirty-five percent higher than Forever 21’s usual ensemble, but each piece will cost less than $100.
“Forever 21 is fast fashion, it’s quick-turn, young and fun,” said Betsy Zanjani, vice president of merchandising for the project, “whereas Twelve by Twelve is a grouping of items designed to go together, to be worn together. It will be a little bit more sophisticated, much more luxury.”
Twelve by Twelve will launch its own Web site (twelvebytwelve.com) later this month, followed by 10 to 15 in-store boutiques at already existing Forever 21 stores. A stand-alone Twelve by Twelve shop is set to open by fall at the Beverly Center in Los Angeles.
UPDATE 9/26/07: Twelve By Twelve Now Available in Select Stores and Online!