Wednesday, August 26, 2009

Forever 21 works on its style

I recently referenced how Forever 21's overwhelming in-store shopping experience is enough to drive a person crazy.

So when I went to the company's Union Square store in New York City the other day, I couldn't believe what I saw. Sure, the store still lacked product organization and had piles of clothing tossed about, but tucked away on the second floor was something completely unexpected.

Forever 21 often positions its men's section off to the side, but this time it was different. As I walked through a doorway leading to a separate room, it felt like I was entering a new dimension. An organized, pleasant and well-designed dimension.

Bear with me, I know these pictures are a bit blurry, but hopefully they get the point across.

The first thing I noticed was the lighting, which was dimmer than the piercing florescent lighting used on the main floor. There was open space in the middle of the room -- covered with a decorative rug -- and art hanging from the ceiling. Meanwhile, beautiful wooden tables helped display apparel.

I felt like I was in Abercrombie.

Needless to say, I was impressed. And sort of confused.

When did the men's department of Forever 21 become so chic? Now, if only the women's department could get its act together ...

1 comment:

Anonymous said...

I completely agree with you Sam. The men's level is much neater perhaps because there is less traffic. I will stick to ordering online for now unless I'm really desperate. L