MACAU — Forever 21 brought its holographic fashion show to the MGM Grand hotel here.
The show, which was presented to local media, was a curtain raiser for the company’s first store opening in Hong Kong, slated for early next year. Forever 21 is preparing to open a 51,000-square-foot unit in Causeway Bay, one of the city’s busiest shopping districts.
“It will be one of our largest storefronts worldwide,” said Larry Meyer, Forever 21’s executive vice president, who was at the event.
The megastore will take up four stories in the Capitol Centre, a six story building that was formerly home to Hong Kong-based apparel retailer Giordano. The monthly rent for the store will come be $11 million Hong Kong dollars, or $1.4 million.
Forever 21 is also planning to open similarly megasized stores in Beijing and Shanghai next year.
Linda Chang, senior marketing manager, said the company has been preparing to enter the greater China market for four years. Forever 21 currently has two stores in Japan and two in South Korea.
“We tested the markets there and with the really great response we’ve gotten we feel like we’re prepared now to enter China. It’s such a huge market we wanted to make sure that we didn’t just enter it haphazardly. We wanted to do our research and find the right location,” she said.
Chang, who arrived in Hong Kong only two hours before the fashion show, said she’d be staying here for a couple days to check out progress on the store. The store will offer all of Forever 21’s subbrands, such as Heritage 1981, Love 21 Contemporary plus men’s and kids lines.
“As we enter, we’re going to keep a close eye on things. That’s what our strength is. We respond very quickly to what the customers in each demographic area respond to. What we’ve found historically opening in international countries, what has worked in the U.S. for the past 27 years really does work everywhere else. The age demographic is very wide — from young pre-teens to grandmothers,” she said.
Chang said the company isn’t planning on designing apparel specifically for the greater China market, though “we will be tailoring some of the styles according to what we think will be appropriate to the market.”
She also said that pricing would be comparable to prices in the U.S., noting that in the U.K., the company keeps prices comparable, despite the 20 percent value-added tax by sacrificing some of its profit margin.
Chang, Meyer and other Forever 21 executives mingled a bit with the local Hong Kong media after the 20 minute fashion show, which replaced real live models with 3-D video images.
Forever 21’s upcoming store opening in Hong Kong comes as a number of global retailers are finding their way to the market. The Gap is planning a store opening in the city’s Central district later this month while Abercrombie & Fitch will be opening a store down the street in the historic Pedder Building bumping out Shanghai Tang, which had been in that spot for 17 years.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)