Forever New has denied its decision to roll out size four clothing in Australia is part of a strategy to target the ‘tween’ market.
The fast fashion retailer recently introduced size four apparel in its flagship Australian stores, with media commentators alleging the move targeted the tween dollar. Forever New managing director Amanda Goenka said the move simply meant there was “additional choice” for consumers, following similar introductions in China and Singapore.
“We have no strategy whatsoever to cater specifically to the ‘tween’ market,” Goenka said. “Petite customers of all ages now have the opportunity to shop with us. Teenagers, for example, vary in height and shape and develop at different ages. We welcome all women of all ages who love fashion and we are well known as a destination for mothers and daughters to shop together.”
Goenka said size four had been introduced in “most styles” across the ranges. She added that Forever New was not marketing the size change as the move was still in a trial phase. “The additional size has been well received at this early stage, but we will analyse the results later in the year.”
Other changes happening within the Forever New business include the opening of two new stores in Melbourne’s Camberwell and Chapel Street before Easter. Goenka said the company also plans to launch its own e-boutique during 2011. Forever New operates 111 stores across Australia, New Zealand, Singapore, South Africa, Turkey, China and India. The womenswear brand was founded in Melbourne in 2006.
Erin O’Loughlin