Forever 21 Thinks Big
To the uninitiated, the typical Forever
21 store environment can seem pretty chaotic. But with
all the activity comes sales. Recent trips to several Forever 21 locations
over the holidays found stores jammed and registers ringing.
most of its history going back to its first 900 square-foot store, the
fast-fashion chain has operated smaller boxes. Until the past couple of
years, the typical Forever 21 was likely to be somewhere between 10,000
and 20,000 square feet.
that has changed more recently with the chain opening much bigger boxes,
including a new 85,000 square-foot store in Cerritos,
a suburb of Los Angeles. The new unit is housed in a former
Mervyns department store location.
to a report on the Women’s Wear Daily website, Forever
21 plans to open 30 big box locations, including a a 90,000
square foot flagship in Times Square.
post on AOL’s StyleList included the observation: “More
shopping aisles at the Los Cerritos store means that the retailer’s full
range such as offshoots like Forever 21 Twist and Twelve by Twelve are easily
accessible. We’re just hoping the extra square footage also means more fitting
Questions: Is it possible to maintain the customer experience and other
attributes that make Forever 21 unique in a larger store environment?
What are the keys for Forever 21 to be successful as it opens bigger
- Retail space opens up as big chains shrink – Los Angeles Times
- Forever 21 flagship store to open Saturday at Los Cerritos Center – Long
- Forever 21 Launches Larger Format – WWD.com (sub. required)
- Forever 21, Now in Department Store Size – StyleList