Millennials, you’re in luck. Forever 21 isn’t just for the teen body anymore. According to the Wall Street Journal, “[T]he retailer…is adding more forgiving fits and more sophisticated looks.” After all, “Forever 21’s customers aren’t staying 21 forever.”
As a woman in my thirties, and less likely to fit clothes I could in my early 20s, I applaud the trendy retailer for considering their growing clientele. Because purchasing now-looks at budget friendly prices is an ageless desire, no? Since Millennials (born between the 1980s and early 2000s) represent one-third of the U.S. population and are an extremely fashion focused generation, retailers are centering their businesses around them. (Huzzah!) Meaning? Adding work-appropriate designs into their collections, still at reasonable prices. Forever 21’s vice president of merchandising Linda Chang says, “We’ve been working hard to break down that barrier of age with our brand.” And it starts with breaking down the stigma of the company’s name—Forever 21.
Along with adding career focused clothes into their collections (like navy blazers, longer skirts, and modest dresses), Forever 21 has hired older celebrities to pose wearing its clothes. Like Jennifer Lopez wearing pleated Forever 21 gaucho pants. Mila Kunis in a striped midi skirt. Or Charlize Theron in a printed jumpsuit for only $34.95.
And customers have taken note. Whether it’s moms reentering the working world, like 32-year-old mom Deepika Jhamb who says, “The clothes are becoming more chic”, workers, like 37-year-old firefighter Eric Lim who can now fit his body frame into some of Forever 21’s men’s clothes, or 15-year-old student Stephany Godinez who sees the retailer as less trendy now than H&M, Forever 21 is working hard to keep its Millennial buyers, no matter their age.
Check out Forever 21 in Old Pasadena today!