Forever 21 is launching a NYC flagship in the former Virgin Megastore space this Friday. The sprawling four story store - the size of 1.5 football fields - includes three subterranean floors, 151 dressing rooms and 32 cash registers. According to their Sr Marketing Manager (the founder's daughter), "We want it to be an experience, not just a store that you just kind of drop by at the mall."
Moving into cavernous spaces like this (and the upcoming 120,000sf store in Vegas) is forcing the chain into new categories that service the whole family like menswear, children's clothing and beauty. "Filling a larger footprint with more of the same product is not a long-term strategy," says Jeffrey Klinefelter, senior analyst on the consumer team at Piper Jaffray. "We have to watch how their assortment evolves. It's unclear whether or not it's sustainable."
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