It was just Thursday when I was at the latest development from Forever21 to preview this new concept store known as F21-RED, a niche store that is a streamlined version of this cool new store that features distinct sections for men, women, beauty, lingerie, childrens, clearance, plus-size and so much more in the uber-cool store.
Not only did Forever21 break the mold on the concept, the location also promoted that concept because it was in South Gate. ( Most everyone said “where is that?”. South Gate is just off the 710 Freeway on Firestone Blvd as one of the key artery feeds in this industrial meets residential demographic). The Azalea Plaza is a brand spanking new shopping mall and it brings a new level of convenience and business savvy with stores like Ulta and F21-Red to this area.
This great store has more open space and lots of fixtures that hold a ton of merchandise to make it easy for consumers to find what they want and buy in quantity should they choose! For those who are short on time, it’s easy to find the section you want and dive right in to get the shopping done and then out the door.
This store has all the fashion sass and savvy that other stores have all in precise sections with more identification via signage and mannequins.
For me, this was a chance to get back to my roots in working in fashion on the street level, helping stores get set up and featuring the hottest styles for that area. This is a great store and well worth watching since the expectation on this store is that the stock that it opened with on Saturday 5/10 will be pretty much gone by Monday, 5/12– even with heavy quantities in every color that is stocked, this is a store meant to do large sell-through of merchandise.
The rest of this post will be photos illustrating the store with minor captioning. This was a ton of fun to see the store literally coming to life out of the boxes filling the store!
New mannequins single a new idea and new presentation for F21-Red and the entire chain. Love the look!
Signage at check-out
Cropped sweaters and floral skater skirts (currently on sale on the Forever21.com site) on display along with other clothing.
Clearance signage- Yes! Easily found and spotted from across the building!
Just one of many jewelry displays; this one was mostly done!
Makeup- great palettes with affordable beauty!
Makeup bags are shown just below the makeup to make purchasing easier. Cool patterns, shapes and sizes make this super fun!
Another new mannequin that shows off the fashion savvy that the store imparts.
This store in South Gate (just off the 710 Fwy) is approximately 18,000 square feet, and features select pieces of Forever 21® apparel and accessories along with items from the retailer’s other brands, including
21MEN™, a line of fresh, fast fashion for men of all ages;
Forever 21+™, an extended sizes line;
Forever 21 Girls™, a girls’ line;
Love & Beauty™, a cosmetics line; and
Forever 21’s lingerie and shoes lines.
My focus features more women, jewelry and accessories because those areas were the only sections I could easily get to without being a nuisance to those stocking the store!
Wedges!
More Mannequins!
Fashion clothing fixture- not completely done yet!
Walls display fashion illustrations and great displays of how to wear the clothing. It’s really a luxe presentation.
Plus-size fashion area! The store has not forgotten any segment.
“We are very pleased to unveil the first F21 Red store in the Azalea Shopping Center,” said Don Chang, Forever 21 Founder and CEO. “With F21 Red we are able to deliver greater quantities of the styles our customers seek, while maintaining the value with entry-level category price points Forever 21 is known for offering.”
Rompers!
Close-up of the beauty look for the mannequins. VERY “of the moment”1
There is even a special cart purchased just for F21 Red that will only be found at those stores. It makes shopping easier!
The B roll on the summer collection for Forever 21!
FOREVER21.COM
https://www.facebook.com/Forever21
http://www.pinterest.com/forever21/
Thank you to the F21-Red store and also the entire Forever21 staff who were so helpful in providing me information and the time in the store. The entire center was still under construction with some stores having opened up just a couple of days before.
It is extremely exciting to see a company like FOREVER21 invest in opening new stores in areas that are underserved in the fashion arena as well as larger malls.
Stevie Wilson,
LA-Story.com
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This is very LA, but it would be popular with anyone who likes well priced and current styles. I could spend a few buck there, I am sure.
are the prices keen? I love those red shoes!!!
I already spent about $60 online yesterday. I did another couple rounds in the last 3 weeks.
Since the clothing featured is totally current with the collection online, if I didn’t buy ASAP (rather than trek back to the store– a solid 30+ min drive at least) .. I was never going to get the products.
Fiona Most everything you saw was under $25.. the red pumps are about $23.. The prices for some items were REALLY inexpensive. I was thrilled to see the #affordablity quotient up there.