The fast growing US value clothes brand ‘Forever 21’ has opened its UK flagship store on London’s busy Oxford Street.
Situated amongst other value retail flagship stores such as H&M, Primark and Next, the three storey, 35,00 sq ft store gleams with pride. With inviting large, colorful window displays and a wide store opening – consumers can catch a glimpse of the brand’s fun range of clothes from the street.
The lighting from the high ceiling brightens up the wide aisles and providies clear navigation for customers. With nothing costing over £40, the store signage clarifies low price points but without creating a barrage of information.
The brand targets teenage girls and the design and aesthetics of the store suit this market perfectly – with fluorescent graffiti, lit-up pink signage, caravans displaying clothes and a fun tone of voice i.e. ‘yummy deals’. This is the perfect place for a ‘girly’ shopping trip.
Consumer Insights: Post-recession, consumers still seek the ‘value’ aspect, yet they often resent having to shop in chaotic stores such as Primark. Forever 21 offers customers value items, but doesn’t bombard them with discount signage and messy display units and rails. The store provides a calm, well-organised and vibrant environment and keeps clothes shopping fun.
Brand take-away: Forever 21 have proven that ‘cheap’ does not have to jeopardize good design. Taking cues from high-end fashion retailers by separating their store and clothing range into different ‘looks’ instead of by price creates a more exciting customer journey and prevents them from being apprehensive about shopping here.