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Consumers have been waiting for this affordable brand
IT TOOK FOREVER BUT THE long wait is over.

One of the world?s retail giants has finally arrived.

The original (from the US) Forever 21 is opening July 2 at SM Megamall. It is the fastest-growing retailer that operates more than 450 stores under the Forever 21, XXI Forever, Love 21, and Heritage 1981 banners in the US, Canada, and a dozen Asian countries, as well as an e-commerce site.

The chain, which helped to pioneer fast fashion, offers affordable and trendy apparel and accessories for women, men, teens and kids. It also carries women?s shoes, bags and lingerie. CEO Don Chang and his wife founded Fashion 21 in 1984.

For years shoppers have been wishing for the retail giant to come to Manila. From the teaser I posted on my blog (www.jenniepperson.com) about Forever 21 and from the comments that were posted, it is clear that adults and teens alike are all excited about the store?s opening. I didn?t even have to write which store it was but word spreads fast especially when a boarded store sign went up at SM Megamall.

I was privileged to get a sneak peek at the store and all I can say is: Get your credit cards and shopping allowance ready. The collection for this season is perfect for our climate. From Forever 21 basics (T-shirts, leggings, tank tops and shorts), party dresses in lace, pouffy ballerina skirts, studded dresses and tops, casual cool hole-y tees, leggings and the season?s latest trends: tribal, military, preppy and luxe boho. It?s a virtual style buffet.

There is something for everyone and not just the 21-year-olds. It?s definitely a store for the kids and the kids-at-heart!

During my visit at the store, I caught up with Forever 21?s Business Unit head Dixie Li, and marketing manager Jane Kingsu-Cheng, and did a quick Q & A with them:

How many Forever 21 stores are there?

Forever 21 has over 480 stores in the US alone, and has international operations in Canada, Japan and Korea.

How big is the store?

The flagship store of Forever 21 is on the second floor of SM Megamall Building A. It?s over 2,700 square meters.

What can we expect from Forever 21?

Aside from Forever 21, we are bringing in Love 21 (for the more sophisticated look), 21Men (men?s clothes which range from casual to urban), Heritage 1981 (vintage-inspired pieces that are very collegiate in style), and Twelve by Twelve (couture-inspired fashion).

Do you have promos for opening day?

Yes, we do! The first 250 customers to line up outside the store will be treated to a voucher worth P200 each. No minimum purchase required!

To get the latest updates, add us up on Facebook (Forever 21 Philippines) and Twitter (@Forever21ph).

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