Fashion Update: Forever 21 Opens on Newbury Street

Have snow boots, will shop!  While the weather may have postponed Forever 21’s January 8 grand opening event on Newbury Street, it didn’t discourage Bostonians from flocking to the trendy chain in search of fashion-forward bargains.

Located at the top of Newbury Street between Hereford Street and Mass. Ave., Boston’s Forever 21 boasts a whopping four levels, three of which are dedicated to the ladies and one at the very top to the gents.  Upon entry to the shop, I was struck by something that I don’t usually see at Forever 21: well-done visual merchandising.

From the artfully designed displays featuring quirky knick nacks to the well-styled mannequins, I couldn’t help but thinking that this cheap-yet-chic chain gave itself a little makeover in order to better compete with its stylish neighbors.

For a store built upon the reputation of being fabulously inexpensive, this level of effort is indicative of a brand that’s trying to add value to the overall shopping experience.  I credit Forever 21 with giving up some floor space to make way for lively displays, plus their effort in creating more distinct areas grouped to specific trends in order keep the consumer from getting overwhelmed.

Though Forever 21 is still a bit daunting due to the volume of merchandise in the store, I applaud their effort and can confirm that it made my shopping experience far more interesting.  I should also note that the friendly sales associates were very helpful, though I could tell that they were still learning the ropes at the new store.

On January 8, accessories were the big winner of my shopping excursion and I walked away with a cool black fedora hat, a wannabe Chanel handbag and a blingy bangle.  For some reason, the clothing was just not fitting well, or was poorly constructed.  Boo, hoo.  Forever 21 is definitely very hit-or-miss, so I’m sure my luck will fare better on the apparel side the next time.  Keep me posted if you hear about the rescheduled grand opening event!

Forever 21 is located at 343 Newbury Street in the Back Bay. When I was last there, it appears that the store is open at 10:00 a.m. daily, but I’d call can double-check just to be sure: (617) 262-0212. Happy shopping!