Forever 21 to be Revived at JCPenney

Forever 21 will soon be available in 100 JCPenney stores and online.

The two retailers have teamed up with Forever 21 joining JCPenney’s portfolio of fashion brands available at its stores. Forever 21 filed for bankruptcy in 2019, after declining sales from the brand signaled its fast-fashion approach no longer jiived with the tastes of young consumers. The retailer was snapped up in 2020, and Authentic Brands became its new owner along with Simon Property Group and Brookfield Property Partners.

The latest move comes after JCPenney’s strategic push to position itself as a retailer for teens and young adults by offering a curated assortment of women’s products, trend pieces and exclusive collaborations with well-known brands.

“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,” Michelle Wlazlo, executive vice president and chief merchandising officer at JCPenney, said in a press release.

Executive Summary

The partnership follows the ongoing trend of retailers that might have once been considered competitors teaming up. In-store shops are becoming more popular as brands set up mini-retail spaces within department stores. As consumers return to stores after spending more than a year avoiding crowds and exposure to COVID-19, retailers are eager to lure guests back in with household brand names––and engage them for longer once inside.

The partnership between JCPenney and Forever 21 is being driven through a 360-marketing campaign encompassing in-store, e-commerce, social media and direct mail promotions. JCPenney operates 650 stores in the U.S. and Puerto Rico. Forever 21 has more than 540 locations around the world.

executive summary

The assortment available at JCPenney will include tops, bottoms and dresses that are rooted in the West Coast style, as well as new, neutral must-haves and trending design aesthetics like lush velvet and chic floral.

“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.