Forever 21 autumn 15
Value- Westfield, first floor
The large window displays are filled with coats and knitwear, and all the mannequins are wearing striking ginger wigs. Staff greet shoppers as they enter the shop. The product is very trend led and is suitable for the young shopper Forever 21 wants to attract. Prices are low and compete with Primark – both retailers have jeans that start at £9.
A sequined mini-dress is £30 and, although it is not as good quality as River Island’s £60 version, it represents a cheaper alternative.
The sheer size of the shop is quite overwhelming and it is not very easy to navigate. A lot of the products are repeated several times throughout the shop which is irritating – for example, there are two separate denim areas, which is confusing. While generally good value for money, some of the products are much more expensive than similar products at other retailers. For example, a camel coat is £48 in Forever 21, while an almost identical version is £30 in New Look.
To read the rest of the report click here.