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Forever 21 moves onto the British traditional
Tempting because it ended up being to use said knuckleduster to bust him for his idiocy, frantic pleading seemed the less incriminating option: "Please,[link widoczny dla zalogowanych], Officer, I wouldn't say 'boo' to a goose, it is a $5 fashion ring from Forever 21,[link widoczny dla zalogowanych], you know, that clothes store?" Ultimately, he decided to skip the report basically binned the ring. Fashion statement versus clean record - it's difficult, people,[link widoczny dla zalogowanych], however i voted the second,[link widoczny dla zalogowanych], although I really hope to become reunited with the former: Forever 21 opens working in london next weekAside from "makers of costume jewels that appear to be such as the real deal", you'll likely link what "American", "fast fashion" and "cheap" with Forever 21 - all true, but throw in also "the label that may shake up the vista from the British high street". By that,[link widoczny dla zalogowanych], I am talking about become as ubiquitous as Topshop or H two brands it's sniffed out as competitionForever 21 launched in Birmingham and Dublin last year, with Westfield Stratford, Lakeside, Bluewater,[link widoczny dla zalogowanych], Liverpool and Glasgow to follow along with,[link widoczny dla zalogowanych], adding to its 480 stores around the world. The lion's share is found in America, where it first set up shop in La in 1984Touching success narratives always have a rags-to-riches element; in this one, our hero, Do Won "Don" Chang, who emigrated to California from Columbia in 1981 when he was 18,[link widoczny dla zalogowanych], was working as a lowly petrol-pump attendant when he noticed that those with the swankiest cars worked within the clothing industry - his light-bulb momentIn that newbie, sales went from $35,000 to $700,[link widoczny dla zalogowanych],000; today,[link widoczny dla zalogowanych], that figure is incorporated in the region of $2 billion. Chang's winning recipe? "We offer something for everybody, pay attention to our customers, react to new trends quickly, and pride ourselves on obtaining the trends right."
Celebrities who love the high street in pictures
That focus on trends is mimicked by Chang's daughter Linda, who's senior marketing manager (the company is one thing of a private family operation, with wife Jin Sook as chief merchandising officer and younger daughter Esther as head of visuals). "Our focus is on great trends at low prices,[link widoczny dla zalogowanych]," she informs me. "We represent all trends." No small statement, however it mostly holds up in store, where a kitchen-sink ethos operatesFringing, florals, animal print, tie-dye, lace,[link widoczny dla zalogowanych], tribal, tops in 20 colours and denim in as many washes pack the rails, buttressed by shoes, bags, jewellery and make-up, most under the $30 mark. Fresh stock arrives daily, snaffled by shoppers who proudly go out swinging its sunny yellow bag, which,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], rather sweetly, is printed with the words "John 3:16", as a sign of Chang's Christian faithIf that sounds like quantity over quality, well, sometimes it does feel that way (silver sequinned boob tube, anyone?), there is however lots of lovely stuff here to entice - a lot more than at Primark, to which it's often been compared - although Chang's remark that "there's something for everyone" doesn't quite ring true. Bar its small "Contemporary" type of sober-ish, work-appropriate tailoring, most of it's coated with a teen sheen: skimpy hemlines,[link widoczny dla zalogowanych], body-hugging cuts and other tricksy details just the forever under 21 get away with. "I such as the shape of the dresses; they're flattering as they go in in the waist. The patterns will also be fresh and bright,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych]," says fan Amy Jacobs, 18. "It's very reasonable - cheaper than Topshop."
Courtship of this demographic is sensible, seeing as it was the pocket-money blogging crowd who helped spread Forever 21's trendy message and tot up its cash pot. In a neat 360 turn,[link widoczny dla zalogowanych], it has enlisted bloggers as its campaign stars: Rumi Neely in the States and Bip Ling right here, names which largely draw a blank on those except the young audience it aims to pleaseNot that that relationship has been a whole love-in. Perhaps that lawsuit was a defence mechanism after many years to be about the receiving end; in 2007,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], Diane von Furstenberg accused the chain of copying her wrap dresses, an instance settled out of court. The organization has also been dogged by questionable labour practices, concerns which it says it's now addressedMaybe its biggest worry, though, should be the high-street sector it wants in on. New Look and H brands benchmarked as competitors, reported falling profits last month. The flipside to that is the online retailer Asos,[link widoczny dla zalogowanych], which announced the opposite last week. If those figures tell a story, it's built to be hardly new: the fast-fashion pound increasingly favours cyberspace, as opposed to the high street. Forever 21 comes with an e-shop, but is still very much about the in-store experience; might it's worried? "No,[link widoczny dla zalogowanych], we all offer different product and shopping experiences," came the reply from Larry Meyer,[link widoczny dla zalogowanych], its executive vice-presidentOf the latter, Forever 21 does have the advantage with its snappily curated floor space. For example, the brand new London store is themed around California's Venice Beach,[link widoczny dla zalogowanych], complete with a full-scale retro ice-cream stand for accessories, while an Old Western-style denim shop can also be plannedAs for product, Meyer thinks it includes a USP of daily deliveries "which ensure the product offering is never exactly the same on two visits." Which may be so, however in terms of sheer variety and quality for a similar price, Asos is difficult to beatStill, Forever 21 is confident - and ambitiously so. "In the global retail market, we aren't even 0.1 per cent; we will still challenge ourselves with this sight on the remaining 99.9 per cent,[link widoczny dla zalogowanych],"says Chang.