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Forever 21 Gets Even Cheaper With New Store F21 Red

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Photo via Tamaki Nicole A./<a href="http://www.yelp.com/biz_photos/f21-red-south-gate?select=9TOid2PPhFY8etGmbVawNA#9TOid2PPhFY8etGmbVawNA">Yelp</a>
Photo via Tamaki Nicole A./Yelp

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Somehow, Forever 21 found a way to slice prices even further for its new store concept, F21 Red. The first-ever F21 Red store opened this past Saturday in South Gate, California near downtown Los Angeles, and the price points at the 18,000-square-foot store make Forever 21 seem spendy. Camisoles start at $1.80, jeans at $7.80, tees at $3.80, and leggings at $5.80. The idea behind the F21 Red brand is deeper discounts and greater quantities of trendy staples than the typical Forever 21 shop.

So will Forever 21 open additional F21 Red stores? Jeffrey Gomez, the company's vice president of retail for North America, told WWD they would gauge consumer reaction to the South Gate shop. "We're just going to take it as it comes. We want to see what the customer response is going to be and what in particular works for us, and we'll decide what it looks for after that," he said.
· Forever 21's First F21 Red Shop Opens in South Gate This Sat [Racked LA]
· Forever 21 Debuts F21 Red Concept Store [WWD]