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Hit or miss: Forever 21 - 4/10

  • 360 Oxford Street

Forever21 AW14 Crop

Pros

Mannequins are a highlight in this store and certainly the best of the value chains, with the styling layering on multiple pieces, like at Topshop. Tags on window mannequins emphasise the trend edits (minimalism, luxe boho, texture and oversized). The tills and changing rooms are more appealing than Primark’s, with pink decor and styling advice points.


Cons

The shop is crammed with product, with rails too stuffed to browse and display stands reaching so high up the walls that customers can’t reach pieces at the top. This also makes the trend edits highlighted in the window hard to see as there is so much of everything. Although a salesperson was spotted tidying, displays are messy, with product in the wrong place and almost everything crinkled. In this way, the shop is much like Primark but some pieces are surprisingly expensive, with duffle coats for about £43.50, despite the fabric quality being no better than Primark’s £25 options.

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