Forever 21's Hong Kong launch sets stage for mainland China entry

The retailer's new store in Causeway Bay's Capitol Center continues the expansion of its Asian operations with locations already established in Japan, Korea, India, Indonesia, the Philippines, Malaysia, Singapore, and Thailand.

Its next footprint in the region is naturally the mainland. Forever 21 executive vice president Larry Meyer told Campaign since "Hong Kong is the gateway to China, it's important for our brand-building; it's also a preview for Chinese consumers of what is to come in China." 

In Hong Kong, Forever 21 will reveal a part of its 51,000 square-foot store before opening all six floors during its official launch in spring 2012, coinciding with the openings of its Shanghai and Beijing stores.

Apparel assortment will follow other global stores, with only sizing adaptations for local consumers. Other sub-brands of Forever 21 such as Heritage 1981, Love 21, and Tween will be available also in spring.

Hailed as America's 'cheap-chic fashion haven', Forever 21's market positioning in Hong Kong against competitors is "fast, fun and affordable" - promising lower price points than those of H&M, Uniqlo, and Gap, who have both been faster in setting up retail presence in the territory.

Meyer said such a retail strategy against the backdrop of the on-going debt crisis was working. "The whole world has a greater sense of value nowadays and this brings great opportunity. Our concept works well when people want more value."