FOREVER21 STYLING SESSION

09:00 - 31/08/2011, Tags: diary, events, forever21, styling

Ph/Lisa Galesloot for afterDRK

As I am writing this blogpost, I am literally as exhausted as one can get, but it is all because of a fun styling adventure that took place today.
So today I had the styling session with my lovely reader Athena at the Forever21 store in Antwerp, starting at 10am in the morning. First we went through all the racks in the enourmous 5000m2 store (twice!) to pull a lot of items to mix and match later that day. Even though Athena wouldn’t have picked some of the items herself (but hey that is what the styling session was all about, trying new things and getting new ideas), we managed to put 4 looks together that both she felt comfortable in and I thought looked really good on her. The red wine colored look was our favourite, so Athena decided to take those items home with her (ps: I couldn’t help but getting those skinny pants for myself too).
This was also a new experience for me, apart from ‘styling’ myself every single morning and giving random advice to friends while shopping, I never really completely styled anyone.
I think when it comes to styling, it’s important to try to figure out what kind of things the person you’re styling is into, what looks good on her and what not, and then give it a little bit of your own touch (not make it your own copy), so you’re actually getting excited from the look you just created.
Styling is definitely something that I might want to do a little more often.
Anyway, the official Forever21 store opening in Antwerp is on Saturday the 3d of September and it’s located on the Meir (42-46, but there’s no way you’re gonna miss the 5000m2 3 levels high store).

The transitional season is calling for cool layering tricks such as pairing long-sleeved tees under shift dresses, short-sleeved tops, and if you're a style genius — like Christine Centenera from Harper's Bazaar Australia — under sleeveless turtleneck sweaters.

I AM VISUALLY INSANE WITH THE ARM CANDY

This pic was taken on a photo shoot I styled with Kendall Jenner..Thanks Monica for the fab pics!

Forever 21 and H&M Will Soon Open Megastores in Miami Beach

Tuesday, April 5, 2011, by Danica Lo

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A rendering of the Forever 21 space, slated to open this September
Miami Beach is about to get a giant wallop of fast fashion. H&M will open a 22,000 square foot shop at the Lincoln Theatre next year and Forever 21 will open a three-level 39,000 square foot flagship in the former Saks Fifth Avenue space this September.

FOREVER 21 IN TOKYO

Michael Kors

What does the store design tell you about the retailer?
The store design tells me that the retailer is a well respected designer with a high price range.  The store is very organized, clean, and minimalistic, so that tells me the designer possesses those qualities.
Describe the store’s target customer?
The stores target customer is mainly women, young twenties to ageless.  The store is targeting a customer that is looking for quality in product and wants key pieces of clothing, not just daily wear.  There is a small amount of clothing in the store, it is mainly purses, so that tells me the retailer targets a large amount of women, and not just one particular size.
Is the merchandise displayed in an accessible manner for the customer?
The purses are spaced out by at least a foot and are displayed in an appealing manner with the straps on a metal hanger and the purse on the surface.  The clothing is hung in one opened door amount space.  The shoes are in a separate area with a foot spacing apart.  The accessories are at the front cash wrap.  All of the merchandise is accessible and easy to find.
Is it stocked-piled or minimalist?
The stores carries a large array of merchandise and a small amount of sale items.  The store is minimalist.  There is one merchandise per style displayed and when purchasing the product they will bring out a new one from the stock.
Do the fixtures suit the store’s environment?
The fixtures are very bright and clean white.  The fixtures suit the environment very well, showcasing every inch of the store.
Is the ambience fitting for the store’s image?
The ambience fits the store’s image in a quaint glamorous way.  The ambience is a selling environment that also says the merchandise is straight from the runway.
Does the lighting highlight the merchandise?
The lighting is perfect for photo shoots and therefore showcases the quality, luxurious colors, and usability of the merchandise.  The lighting is very bright but had dimmed areas in places.
How is color used in the store?
The color that is mainly used in the store is white.  From the outside of the store passing by, you can see that the inside is very pearl white and bright from the lighting.  It is a beautiful choice, because then the color showcases the bright colors of the merchandise and the gorgeous  textures of the merchandise.
Are the windows pleasing and drawing you into the store?
The window displays of the store are similar to the inside of the store.  The display shows some purses in the same way they are set up in the store, basically letting the merchandise talk for itself.  The windows are very pleasing, but the store front looking inside is the main attraction.
If you could make changes in the store what would they be?
If I could make changes in the store I would space out the clothing, possibly featuring a few pieces.  The crammed clothing makes it unappealing to gravitate towards even though it is pleasing to see a minimal amount of clothing.  I would also feature a small written display, as in museums, of the stitching, fabric, color, etc…details of the merchandise to inform a customer on what they are buying or looking at.
Thanks Raina for your informative reporting!