While catching up on Market Place news printed in this past Thursday’s Wall Street Journal, I found a most interesting article about one of my favorite retail stores. The article titled Forever 21‘s Cavernous Stores pose Challenge, written by Suzanne Kapner suggests that America’s Favorite Fashion Department Store Forever 21 is having trouble filling its stores. Saying that “To help fill them Forever 21 pushed into categories such as menswear, footwear, lingerie and plus size.”
Haters can only speculate. The very privately owned Forever 21 Inc. does not report sales or profits. The quickly expanding fashion department store known for its trendy teen clothing items and low prices, was established originally in 1984 by husband and wife business duo Don Chang and Jin Sook.
With expansions in product lines and store locations still on the rise for this fast growing chain, The Wall Street Journal reports that Forever 21 Inc. Is having trouble in retail paradise but I say that Forever 21 stores are the best thing since “Tar-zhay”.
It is absolutely amazing that Forever 21 keeps expanding its product line on its own dime, not going public as recently rumored.
Forever 21 stores are for all kinds of shoppers, especially the fashionable and spend conscious.
Since it’s birth, Forever 21 has always been a budgeting teen fashionistas go to store. With everything from sunglasses to handbags and rings, in addition to $8.00 jeans and $7.00 cardigans. Overtime the brand and clothes have grown up and those teens that fell in love years ago have grown up and now have families that love the brand too.
Brand loyalty to Forever 21 is almost cult like and it takes a deep love and understanding to experience it. The number in the name itself is a threshold where girl meets woman and if you are lucky, when it comes to your fashion sense, what brought you keeps you and you never part ways.
Where else can you find an outfit for any type of season, all year long in the same store? There isn’t anything in Forever 21 that a girl (or woman) can’t throw on and make herself and her entire fashionable family look like a million bucks for less. Whether it’s a cute blazer or car coat, leggings, nail polish or a bustier, F21’s got it.
There is no compromise in quality or look either, In my opinion Forever 21 is an even better department store than HandM and because of its variety and affordability. You can go into any Forever 21 store across the country and find something different in each store, especially the experience. I personally love the photo booth in the Las Vegas store.
Describing Forever 21 stores as cavernous, is true in a sense but never does large size pose a threat to this so called juggernaut. Forever 21 is anything but massive and overpowering its more sweet and subtle. Think to back when Target first arrived and the excitement it must have caused. Forever 21 Inc. is bigger and better than ever with the brains, brands and space to back them.
Keeping up with The Chang’s, daughters Esther and Lisa both act as General Merchandising Manager and Senior VP of Merchandising. Jin decides on what the lines carry and Don, I’m sure still decides where to go next with all of their big ideas.
Don and his wife Jin moved from Korea to Los Angeles in the early 1980’s opening then teen retailer Fashion 21, in a 900-square-foot shop on Figueroa Street in downtown LA. Mr. Chang’s dream of an entire fashion department store has come to fruition.
With product lines now including 21Men, Forever 21+ Forever Girls, Love21, lingerie, and a host of beauty, hair, nail, make-up, perfume, personal care items, handbags, shoes and accessories, Forever 21 is not just for teens anymore. When carving out the path for this success, the Chang’s did not think too big perhaps other retailers thought too little of them.
F21 owner Don Chang purchased 15 leases from Mervyn’s back during its 2008 liquidation, each store about 80,000 square -feet. The Wall Street Journal refers to Forever 21’s store location choices as, “those reserved for mall anchors”.
This same article also suggest that those familiar with the brand are unhappy because they no longer have enough time to look through stores. Another complaint given in this article is that products have become repetitive.
Esther Robbins, a 36-yr-old stay-at-home mother browsed the Short Hills, NJ location and said, “Who has time to go through all the racks?”. As a 28-year-old lover of Forever 21, I say, “I could literally stay there all day.”
Source: The Wallstreet Journal Thursday November 20, 2014. Suzanne Kapner
To those not yet on the F21 train, remember that it isn’t just a store It’s an experience. Never visit in a rush unless you already know what you want. Shopping online is also a plus, there is almost always free shipping available. Right now save an extra 20% off Pre-Black Friday Deals plus Free Shipping on All orders over $30.
Below check out a list of my ultimate favorite things from #F21 in 21 Reasons Why Forever 21. Click on the link to shop now.
21 Reasons Why Forever 21.
1. Detachable Hood Blazer $54.90 21Men
2. Shawl Collar Sweater $27.90 21Men
3. Classic Drawstring Sweatpants $14.80 21Men
4. Faux Leather Backpack $29.90 21Men
5. Scalloped Lace Pencil Skirt $19.90 Love21
6. Classic Car Coat $47.80/$38.24 sale Love21
7. Sunburst Crotchet Bell-Sleeved Dress $27.90 Love21
8. Featherweight Turtleneck Top $6.80 Love21
9. Faux Leather Drawstring Joggers $22.80 Love21
10. Embroidered Fit and Flare Dress $27.80 Love21
11. Tartan Plaid Bodycon Dress $14.90 Forever21+
12. Faded Chambray Shirt $29.90 Forever21+
13. Nothing to Wear T-shirt $17.90 Forever21+
14. Floral Print Jeggings $19.90
15. Heather Striped Cotton Tee $9.90 Forever Girls
15. Embossed Metallic-Woven Dress $24.90 Forever Girls
18. Eva NYC Electric Yellow Ceramic Styling Iron $60.00 Beauty
19. Tattly Gold Flowers Tattoo $5.00 Accessories
20. Convertible Faux Leather Satchel $29.90 Bags and Wallets
21. See-Through Box Clutch $24.90 Bags and Wallets
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