To the company's credit, the blog post about the new line featured a group of pregnant women dishing about style before and after pregnancy, and advice on what to wear to look good and feel comfortable, while showcasing the growing belly. But history tells us that the traditionally opportunistic fast fashion retailer isn't above making a few bucks riding the crest of trends. Note the recent takeover of a failed Saks Fifth Avenue (SKS) in Charleston, SC and its previous move on abandoned Mervyn's properties. Then there's MTV's 16 and Pregnant, also in its second season, which has also gotten flack for glorifying poverty as well as pregnancy as expectant teens are much more likely to drop out of school, thereby increasing the likelihood that they won't be able to earn as much as their high school and college graduating peers.
In the case of Love 21 Maternity, Forever 21 is once again flexing its (smart) marketing muscle. Powered and implemented by Interactive Data Managed Solutions News provided by The Associated Press.
US chain store Forever 21 has recently launched their new maternity range under their Love 21 label.


Pregnant teenagers are a hot commodity on TV, starting with that most gorgeous of cheerleaders Quinn Fabray (played by Dianna Agron), star of (conservative) Fox Broadcasting Company's hit show Glee. The affordable collection boasts classic basics, trend-based denim, leggings, slouchy cover-ups and a handy belly-band. The Los Angeles-based company is still in testing mode and only rolled out the collection in Arizona, Alaska, California, Utah and Texas. Yet despite their youthful appearance (image right), none of them look like teens (sorry ladies).
But the reality may be that management is once again capitalizing on a trend, this one fueled by popular television shows.
Agron's character spent the entirety of two seasons pregnant -- and very definitely under 18. But so are the expectant 20 and 30-somethings who just want some stylish basics to get them through a few months and not drain their wallets.


But Forever 21 is drawing fire for its choice of test markets - five states with high rates of teen pregnancy, according to a January 2010 report from the National Campaign to Prevent Teen Pregnancy.
Throughout, she sported youthful, stylish threads that accommodated her "bump" while she sang and shimmied her way through regional competitions and the difficult decision to give her baby up for adoption. The $2 billion brand is simply doing what so many others have been lauded for: building loyalty by taking its customers through various life stages. Pregnant women all over are no doubt rejoicing in the fact that maternity clothes can be chic, and cheap! I wonder if rumoured mum-to-be Miranda Kerr will be indulging in a little chain store therapy if her news is confirmed soon, hmmm?



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