Forever 21 knows its target market and delivers on trends, although it could do with more variety.
- Lower Peel Avenue
The range on offer in Forever 21 is bright and summery, with plenty of pastels and prints making for pleasurable browsing. Generally, the key theme is limited to cute and girly, although that does work well for the young target customer. Cropped denim jackets and summer dresses abound, with a healthy sprinkling of prints including horses and ice creams on blouses and a nod to the Aztec trend on flared skirts.
A fully lined polyester summer dress in baby blue is £19.75, while a cropped, sleeveless denim jacket with stripe detail is £18.75. Basic jersey jumpers come in at £12 but lack the quality of New Look’s offer. Jeans start at £8.75 and don’t seem to go up much in price; shorts, however, are confusingly priced at £11.50, despite being made from the same fabric. It’s a shame the denim in this store is all skinny fit and categorised by length (which only ranges from 29 inches to 31 inches) as the pricing is competitive. The most expensive item is a white faux-leather biker jacket at £32.75. Generally, prices come in at around £10 to £20, which again works well for the target customer.
It’s a shame the windows aren’t merchandised better, as there is plenty on offer in the store but it is barely showcased to passing shoppers. Generally the store is well-lit and easy to navigate, although the youthful-looking sales assistants were crowded in a corner and appeared quite timid. However, when I asked one about alternate sizing she advised me that when products sell out there is no replenishment and offered to help me find a similar item. She seemed knowledgeable about the website and returns policy, so despite their lack of confidence,
they are clearly well briefed.
Overall this is a neat and tidy experience consistent with the retailer’s other stores.