Style & Then Some

Forever 21 Store Launch: Oxford street’s newest offering

Last week saw one of the U S of A’s biggest chains open up its new British flagship on Oxford Street.  With Bip Ling fronting the advertisement campaign, it is kind of obvious the type of people they are hoping to attract i.e. not your mum.

Forever 21 UK launch Forever 21 Oxford Street 2011 Forever 21 London 2011

And with over 500 stores worldwide, and already having opened their first UK branch in Birmingham’s Bull Ring last year, you would assume from all the hype this is the start of Forever 21’s ascent to becoming Queen of the High Street.  Well, they’ve already started jumping into HMV’s grave, giving Forever 21 their final break into the West End’s high street….

Forever 21 UK launch Forever 21 Oxford Street 2011 Forever 21 London 2011

The store itself is actually mighty impressive.  Spanning three floors and keeping quite a modern layout, the Visual Merchers have done somewhat of an awesome job.  However, the clothing does seem a tad ‘glorified Primark meets H&M’ and I cannot say I wasn’t devastatingly disappointed.  I was day dreaming of an American Apparel meets Urban Outfitters super store.  Mind you, some of the footwear and accessories weren’t bad, and prices are ever so low (perfect for the discerning shopper).  The problem is, is there even room in the UK market for this type of store?  And is our ‘Great British High Street’ somewhat drowning in a tidal wave of American brands at the moment?  Just don’t get me started on Hollister…

Forever 21 UK launch Forever 21 Oxford Street 2011 Forever 21 London 2011

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About Helen Coakley

One comment on “Forever 21 Store Launch: Oxford street’s newest offering

  1. Pingback: Forever 21 is heading up north | Style and Then Some

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This entry was posted on August 1, 2011 by in Style and tagged , , , , , , , , .
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