12th Tribe, a women’s fashion brand that originated in a college graduate’s bedroom, recently celebrated the grand opening of its second physical store on the vibrant Abbot Kinney Boulevard. The brand, which initially thrived in the online realm, has now expanded its footprint into the physical retail space, marking a significant milestone in its journey.
Founded in 2015 by Demi Marchese, the brand’s inception traces back to her post-college days when she delved into reselling vintage clothing and creating curated looks for her friends. Over time, 12th Tribe transitioned into a full-fledged fashion label, leveraging social media marketing and a distinct aesthetic that resonated with a demographic of women seeking a blend of wanderlust and minimalism.
The brand’s product range at the new store on Abbot Kinney boasts a diverse selection of apparel and accessories, including dresses, coordinated sets, and jewelry, catering to a broad spectrum of fashion tastes. With price points spanning from $30 to $200, 12th Tribe offers a mix of affordability and style, appealing to a wide customer base.
Following the success of its inaugural brick-and-mortar establishment in the Arts District of downtown Los Angeles in 2023, the Venice store opening signifies a strategic expansion for the brand. Embracing the physical retail experience, 12th Tribe now provides shoppers at the new location with personalized styling sessions that can be scheduled through text, along with special perks for loyal customers.
12th Tribe’s evolution from an online retailer to a multi-store brand reflects the shifting landscape of the fashion industry, where digital-native labels are increasingly embracing physical retail to enhance customer engagement and brand loyalty. The brand’s ability to pivot from outfitting festival attendees and travel influencers to offering versatile everyday wear underscores its adaptability and responsiveness to evolving consumer preferences.
As the fashion retail sector continues to evolve, brands like 12th Tribe exemplify the importance of agility and innovation in staying relevant and competitive in a dynamic market environment. By blending online and offline experiences, fashion labels can create holistic brand ecosystems that resonate with modern consumers seeking a seamless shopping journey.
The opening of 12th Tribe’s new store on Abbot Kinney not only signifies a milestone for the brand but also serves as a testament to the enduring appeal of physical retail in an increasingly digital world. By providing a tactile and immersive shopping experience, 12th Tribe aims to deepen its connection with customers and establish a lasting presence in the ever-evolving landscape of women’s fashion.