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Forever 21 Pursuing Value-Hunting Shoppers Via New Store Concept

On May 3, Forever 21 will launch the grand opening of a new store designed to draw value-conscious consumers with two powerful attractions: fast fashion and low prices.

Tagged F21 Red, the store will be the first of many planned by the Los Angeles retailer. The 18,000 square feet outlet at the Azalea Shopping Center in South Gate, CA., will feature a large and diverse array of low priced apparel for women and men, notably camisoles at $1.80 and denim garments starting at $7.80.

Bargain-priced T-shirts and tank tops for men will be offered at $3.80. Other offerings will include items from the Forever 21 lines of clothing and accessories including Forever 21 Girls, lingerie and shoes; selections from 21 Men, Forever 21 +; the large-size line and products from the cosmetic line, Love and Beauty.

The location of the F21 Red store, situated in a populous working-class area south of downtown L.A., will likely lure bargain hunters who reside nearby. Forever 21 founder and CEO Don Chang said in a statement, “We are very pleased to unveil the first F21Red store in the Azalea Shopping Center. With F21, 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.”

The youth-oriented retailer, with estimated annual sales of more than $4 billion, operates more than 600 stores in the U.S., and additional outlets in Canada, China, the E.U., the U.K., Hong Kong, India, Israel, Japan, South Korea, Latin America, including Mexico and South America and the Philippines.