"Cheap, cheaper, cheapest" seems to be the motto for American fashion retailer Forever 21, which has just opened the first store of its discounter subsidiary, F21 Red.
Entry-level fashion at entry-level prices
The recently opened F21 Red occupies 1,650 sqm of the Azalea Shopping Center in South Gate, a densely-populated workers' neighbourhood south of Los Angeles. The array of products is surprisingly cheap: ladies' shirts at 1.3 euro, t-shirts at 2.8 euro and jeans at 5.6 euro. The group does however offer a small portion of its "normal" products as well.
"We are happy to open our first F21 Red store in the Azalea Shopping Center", CEO Don Chang stated. "With F21 Red, we are able to deliver greater quantities of the styles and trends customers seek, while maintaining the value and entry-level category price points Forever 21 is known for offering."
It is unclear whether other F21 Red stores will be opened: "We're just going to take it as it comes. We want to see what the customer response is going to be and what in particular works for us, and we'll decide what it looks for after that."
Forever 21 currently has over 600 stores worldwide, with a nearly 3 billion euro turnover. That makes it one of the largest fashion chains that has failed to sign the Bangladeshi safety treaty.