Forever 21 introduces Twelve by Twelve

Forever 21 has just launched its latest venture, Twelve by Twelve, not to be confused with Sienna Miller’s Label Twenty8 Twelve

For those not familiar with Forever 21, its a US Chain known for it’s lower priced disposable fashion. Think Valley Girl.

Just like Valley Girl, Forever 21 stores are a dime a dozen in the US and you generally end up loaded with heaps of cute items before heading to the changeroom and culling a third through fit and quality issues (This is a good thing since you dont have to start stressing about what you will cull). Also like Valley Girl, the occasionally have some real gems, which can end up being staple season items without the high price tag.

Twelve by Twelve is Forever 21′s latest foray into retailing, aiming to snag them the 30 something market as opposed to teens and early twenties. Claimed to be more a more luxurious, coordinated look, the current collection online reflects this by being split into seven distinct looks. Of course this comes at a price, namely an average of 35% higher than Forever 21, but still each item is under $100US

So I am curious; is there an increase in quality? I wasn’t able to find much about the actual quality from consumers online, and whilst I like the culling ability of trying things on instore, that’s not going to be an option online which makes me hesitate to purchase. I didn’t love anything from the current range online (hence the lack of images!) so I’ll just have to wait til I see something I love to check out the quality. What’s interesting about this is that I am much more in the age group of the Twelve by Twelve target market than the Forever 21 target market, yet I still honestly prefer Forever 21  from my intial look at the new collection. (Lol, perhaps I am just immature?!)

Twelve by Twelve is available online here and does not ship internationally so you will need to use a Mail Forwarder.