A popular local retailer says an increase in Gen Z clientele is the driving force behind its rebrand.

2020 Collection, which occupies prime real estate in the heart of the busy Half Way Tree commercial district, re-branded its store to Forever Elite Fashion by 2020 in July.

The re-launch has seen the brand boast a new logo and take on a new strategy as it relates to its physical and online presence.

“We’ve seen changes in the demographics of our shoppers (to mostly Gen Z); while things like trends are important, they want more of an experience. That has meant we’ve had to revamp the layout of our stores and our online presence,” said store owner Lisa Chambers.

Calling ‘2023’ the reboot year, Chambers explained that the fashion market had experienced a cooling due to the pandemic and, after three years, has finally begun to heat up again, citing the return of the usual cadre of entertainment events, noting this is something the store hopes to capitalise on.

“More people are going out again and socialising and we want to give shoppers a premium experience, providing access to not only trends but ways in which to wear these trends in a way that infuses our local Jamaican sensibilities,” Chambers said.

Chambers explained that the store’s rebrand, which comes ahead of the Emancipendence holiday, is deliberate, as it hopes to cement in the minds of party patrons that Elite Fashion by 2020 is a one stop shop for all their fashion related needs.

“With the Emacipendence holiday right around the corner, we think it’s the right time to re-launch to cater to the needs of our customers. Our loyal shoppers can look forward to finding an outfit for parties like Daybreak, Zimi Seh Beach and even the big bad Sumfest. Customers will be treated to a stunning selection of bags, wigs, jewellery, and much more, ensuring that they can complete their ensemble with the perfect finishing touches,” said Chambers

“Because of the demand we took the time to carefully choose our new stock to include an impressive selection of outfits designed specifically for brunch/breakfast parties, classy attire, and sexy outfits,” she added.

Chambers further shared that the store will on Friday host a special ‘Sip and Shop’ event to mark its rebranding exercise.

Forever Elite Fashion by 2020 is one of the local go-to retailers for the latest trends, styles and deals.