What's In a Name?

Friday, November 5, 2010

Today, Forever 21's plus size brand - Faith 21: Extended Sizes - has been renamed Forever 21+: Plus Sizes.

And I'm not sure how I feel about this. The terminology marketers use when reaching out to bigger girls changes all the time. Plus size, extended sizes, using different numbering for garments like 0 - whatever; consistency is pretty much non-existent. 

I guess I just can't help but wonder, why change the name at all? What type of re-branding does Forever 21 think this is going to do for the line? As of right now Faith 21 is already known as one of the few lines were a big girl can pick up affordable items that don't look too shabby. They might not last forever, but for those few times you wear it, you're gonna look good (probably - caveats on this kind of things are always necessary). 

Yes the new title might bring in more of a connection to Forever 21 (though I don't think that was really needed), but the way they classify the clothing line changed as well. Hmm... Is this simply a matter of political correctness? I didn't particularly care what the line was called, as long as I could get a dress for less than $25.

I can't say that I'm insulted. I'm not. I can say that Forever 21 you've made me consider once again what type of advertorial drivel I'm being fed by the fashion industry on a day to day basis.

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