When the first Forever 21 in Boston opened in early 2011, frugal fashionistas flocked to its Newbury Street location for their cheap takes on designer duds. Forever 21 has become a staple for high school and college-aged millennials who mine the endless racks for their next $10 “going out top” or festival fashion. The Forever 21 business model has been successful, despite more than 50 copyright lawsuits from high-end designers. And for its customers, being able to buy the latest trends at a fraction of the cost is reason enough to keep shopping.
Now, after seven successful years on Newbury Street, the fast-fashion chain will open their second Boston location in Downtown Crossing, bringing their presence in the U.S. to 510 stores. The new, 19,000 square-foot storefront boasts three floors of merchandise including Forever 21 Contemporary, Forever 21 Men, Forever 21 Plus, activewear, basics, cosmetics, denim, and shoes.
To celebrate the new digs, the store will host a grand opening bash this Saturday complete with artisanal donuts and a live performance by the pop trio Bahari at 11 a.m. The first 300 customers in line at the boutique’s debut will receive gift cards ranging anywhere from $10 to $210.
The boutique at 449 Washington Street is located near the newly opened and equally popular fast-fashion franchise Primark, which debuted in Downtown Crossing this fall (their first in the U.S.). The two brands are a part of a recent expansion in the downtown area, including trendy restaurants like Yvonne’s, state-of-the-art hotels like the Godfrey, a Roche Bros. supermarket, and a new residential tower—further solidifying the hope that Downtown Crossing will become a shopping destination.
Source URL: https://www.bostonmagazine.com/fashion-style/2016/04/20/forever-21-boston/
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