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Forever 21 has a simple plan for dealing with the recession: Go big. The fast-fashion chain has long dreamed of opening department stores, and now it's putting that vision into practice by developing 30 massive locations across the country. One is the 90,000-square-foot space set to debut this summer in the former home of the Times Square Virgin Megastore. Another, clocking in at 85,000 square feet, just opened in Los Angeles, and our west coast sister site dropped by yesterday to investigate.
WWD cautions that not all of the new stores will have the same aesthetic, but if the Times Square Forever 21 looks anything like the LA one, then you might want to start trying to prepare yourself emotionally now. Says Racked LA:
It is all things Forever 21: The extended sizes line, Heritage, the new kid's line, men's clothing, all the makeup and beauty products, the slightly-higher-end Twelve by Twelve, and full rooms devoted to shoes, underwear, jewelry and accessories.
Also: "There is no experience comparable to it. So. Much. STUFF. For a lot of young shoppers, it's probably better than Disneyland." Now imagine the aneurysm-inducing excitement of putting the Disneyland of cheap-chic next to the actual Disney store! Our brains are throbbing just thinking about it.
· Forever 21 Launches Larger Format [WWD, subscription req'd]
· Forever Is How Long It Will Take You to See Everything at New F21 [Racked LA]
· Times Square Tween Dream: Disney to Open Next to Forever 21 [Racked]