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Forever 21 moves onto the British high street
Tempting as it was to use said knuckleduster to bust him for his idiocy, frantic pleading seemed the less incriminating option: "Please, Officer,[link widoczny dla zalogowanych], I wouldn't say 'boo' to some goose, it is a $5 fashion ring from Forever 21,[link widoczny dla zalogowanych], you know, that clothes store?" In the end, he decided to skip the report if I binned the ring. Fashion statement versus clean record - it's tough, people, however i voted the second, although I hope to be reunited with the former: Forever 21 opens in London next weekAside from "makers of costume jewels that look such as the real deal", you'll probably link what "American", "fast fashion" and "cheap" with Forever 21 - all true,[link widoczny dla zalogowanych], but throw in also "the label that may shake up the vista of the British high street". With that, I mean become as ubiquitous as Topshop or H two brands it has sniffed out as competitionForever 21 launched in Birmingham and Dublin last year, with Westfield Stratford, Lakeside,[link widoczny dla zalogowanych], Bluewater, Liverpool and Glasgow to follow, adding to its 480 stores all over the world. The lion's share is found in America, where it first setup shop in La in 1984Touching success narratives also have a rags-to-riches element; within this one, our hero, Do Won "Don" Chang, who emigrated to California from South Korea in 1981 when he was 18,[link widoczny dla zalogowanych], was being employed as a lowly petrol-pump attendant when he noticed that individuals with the swankiest cars worked in the clothing industry - his light-bulb momentIn that newbie, sales went from $35,000 to $700,000; today, that figure is in the region of $2 billion. Chang's winning recipe? "We offer something for everybody, pay attention to our customers, respond to new trends quickly, and pride ourselves on getting the trends right."
Celebrities who love the high street in pictures
That emphasis on trends is mimicked by Chang's daughter Linda, who's senior marketing manager (the organization is something 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," she tells me. "We represent all trends." No small statement, but it mostly holds up available, where a kitchen-sink ethos operatesFringing, florals,[link widoczny dla zalogowanych], animal print, tie-dye, lace, tribal, tops in 20 colours and denim in as numerous washes pack the rails,[link widoczny dla zalogowanych], buttressed by shoes, bags, jewellery and make-up, most under the $30 mark. Fresh stock arrives daily,[link widoczny dla zalogowanych], snaffled by shoppers who proudly walk out swinging its sunny yellow bag, which, rather sweetly, is printed with the words "John 3:16", like a sign of Chang's Christian faithIf that sounds like quantity over quality, well, it sometimes does believe 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" line of sober-ish, work-appropriate tailoring, most of it is coated having a teen sheen: skimpy hemlines, body-hugging cuts along with other tricksy details only the forever under 21 get away with. "I such as the form of the dresses; they're flattering because they go in in the waist. The patterns will also be fresh and bright," says fan Amy Jacobs, 18. "It's very reasonable - cheaper than Topshop."
Courtship of this demographic makes sense, since it had been the pocket-money blogging crowd who helped spread Forever 21's trendy message and tot up its cash pot. In a neat 360 turn, it's enlisted bloggers as its campaign stars: Rumi Neely in the usa and Bip Ling over here, names which largely draw an empty on those except the young audience it aims to pleaseNot that that relationship continues to be an entire love-in. Perhaps that lawsuit was a defence mechanism after many years to be about the receiving end; in 2007, Diane von Furstenberg accused the chain of copying her wrap dresses, a case settled out of court. The company has also been dogged by questionable labour practices, concerns which it says it has now addressedMaybe its biggest worry, though, ought to be the high-street sector it wants in on. New Look and H brands benchmarked as competitors, reported falling profits recently. The flipside to that particular may be the online retailer Asos, which announced the opposite last week. If those figures tell a tale, it's built to be hardly new: the fast-fashion pound increasingly favours cyberspace,[link widoczny dla zalogowanych], as opposed to the high street. Forever 21 has an e-shop, but continues to be very much about the in-store experience; might it be worried? "No, we all offer different product and shopping experiences," came the reply from Larry Meyer, its executive vice-presidentOf the second,[link widoczny dla zalogowanych], Forever 21 comes with the advantage with its snappily curated space on the floor. For example, the new London store is themed around California's Venice Beach, including a full-scale retro ice-cream are a symbol of accessories, while an Old Western-style denim shop is also plannedAs for product, Meyer thinks that it has a USP of daily deliveries "which make sure the product offering is never the same on two visits." Which may be so, however in terms of sheer variety and quality for the same price, Asos is difficult to beatStill, Forever 21 is confident - and ambitiously so. "In the worldwide retail market, we're not even 0.1 per cent; we'll still challenge ourselves with this sight on the remaining 99.9 per cent,"says Chang.
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