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Forever 21's gigantic stores might just be too overwhelming for shoppers, according to the Wall Street Journal. The brand is reportedly having trouble filling its over-sized stores with a varied selection of merchandise, so it's not just crop top after crop top after crop top. Sources close to Forever 21 say that the company expanded into huge stores before they had the clothes to fill them.
To illustrate the problem, the paper interviewed a shopper who left a New Jersey Forever 21 empty-handed. "Who has time to go through all the racks? I would buy more if it were easier to find what I'm looking for," Esther Robbins said.
In the past decade, Forever 21 secured leases at stores that were up to 127,000 square feet, opening huge locations while other retailers scaled back. A company spokeswoman said that the brand will take a more disciplined tactic in terms of real estate going forward, and sources tell the WSJ that, to add a better selection at those huge stores, Forever 21 is currently developing new product categories that are slated to roll out next year.
· Cavernous Stores Wear on Forever 21 [WSJ]
· Forever 21 Plans to Double Its Stores Worldwide [Racked]
· Iggy Azalea Is Forever 21's Best Model Yet [Racked]