Forever 21's F21 Red store pushes prices even lower

By

Matthieu Guinebault

Published
Jun 5, 2014

In early May, the American clothing brand launched a new store in California, which offers a selection of merchandise from Forever 21 lines at even lower prices than those of its parent retailer.

Jeans for $7.80 and t-shirts for $3.80 — F21 Red is surprising the U.S. market with its low prices on par with those of Europe's Primark. Located in the Azalea Mall in South Gate, California, the 1670-square-meter store sells a selection of inexpensive items from the retailer's Forever21+, 21Men and 21Gilds lines, plus Forever 21 cosmetics, lingerie and shoes.

"With F21 Red we are able to deliver greater quantities of the styles our customers seek, while maintaining the value with entry-level category price points Forever 21 is known for offering," said Don Chang, founder of Forever 21.

Forever 21's fast-fashion products are currently distributed through a network of over 600 stores, mostly in the United States, but also in Canada, China, Europe, India, Japan, South Korea and South America. This year the retailer launched a premium footwear line as well as its first own sports line.