JOIN USHeadquartered in Los Angeles, Forever 21 is a specialty retailer of women's clothing and accessories. It has as many as 500 stores in 15 countries. The one in the capital is spread over 10,000 square feet.
"We don't cater only to the younger generation. We want to be known as a brand that has something for women of every age group. Be it 20's, 30's or 40's - we have a wide variety and range of fashion apparel at very competitive prices," Forever 21 world-wide president Alex OK told IANS.
Forever 21 is being brought to India by Hello Retail Pvt Ltd on franchise basis.
So why did it take this fashion brand so much time to launch in India?
"We were looking for a perfect real estate opportunity. We wanted the best mall and bigger space," Alex said.
"So when we got this place, we decided that it is the right time," he added.
With stiff competitors like Zara in the very next mall - DLF Promenade, Alex said their USP lies in their updating of stocks.
"We try to bring in new stock at least 3-4 times a week. If you liked something today and you go back home thinking that you will buy it the next time, chances are that it might have already been replaced or purchased," Alex said.
"So we are pretty much fashion forward this way and also keep a tab on fashion forecasts," he added.
According to Alex, the company is still testing waters in India and after seeing the response from this store, they will think about expansion but as of now they want to wait and watch.
As Indian body-sizing is different from the West, Alex said they have brought in their global sizes here and in case they feel there is need for special sizes to suit Indian body-type, they might introduce them later.
The products are very affordable and start from Rs.199.