Forever21 has become folklore for fun and budget fashion in its native US, and now throughout the UK, Europe and the Far East after its recent and rapid expansion.
Although its original stores were only 100sqm its concept has blossomed to become “Fashion Wonderlands” of over 9000sqm. These huge stores are segmented into a variety of sub-brands and departments.
Forever 21 for the original assortment of women’s and junior’s clothing, accessories, active wear, swimwear, lingerie, handbags, and shoes. Forever 21+ carrying women’s apparel in extended sizes. Love 21 with contemporary lines for women with styles more suited for women 21 and older. Forever 21 Girls for girls moving into their pre-teen sizes & 21Men, fast fashion and suited style for men.
The vast spaces are used to create retail theatre through the use of extravagant and extended mannequin focal points, introducing each area with distinctive and eye-catching colour, pattern and displays.
Whilst the store has been built arrange jaw-dropping category displays with endless racks of dresses, blouses, T-shirts, trousers, denim and every other kind fashion apparel, the retailer has worked hard to create outfits and silhouettes, brought together with its individual and distinctive taste for coordination.
Stand-out departments include the accessories area with its “boutique” atmosphere and the wonderfully extravagant fixtures with crystal chandeliers and oversizes lampshades.
For the fashionista on a budget Forever21 truly represents a “Fashion Wonderland” of unparalleled scale and extravagance.
