Forever 21 launches at JC Penney

US department store JC Penney is adding Forever 21 to its portfolio of fashion brands by making the clothing available in 100 JC Penney stores and on its ecommerce site.

In a statement, the company said the move will bolster its position as a national retailer for teens and young adults through the offer of Forever 21’s core women’s products, trend pieces and exclusive collaborations.

“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 vice president and chief merchandising officer at JC Penney. He added: “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 range will include tops, bottoms and dresses that are rooted in a West Coast style. The launch is being driven through a 360-marketing campaign encompassing in-store, ecommerce, social media and direct mail promotions.

Jarrod Weber, group president lifestyle and chief brand officer lifestyle at Authentic Brands Group, owner of Forever 21, said: “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. We are particularly pleased to bring both companies together for the launch of this creative brand and marketing opportunity.”