FOREVER CHANGING LANDSCAPE: Another fast-fashion player is arriving on Fifth Avenue.

Forever 21 is opening a five-level, 36,000-square-foot store at 640 Fifth Avenue, which is between 51st and 52nd Streets, on Feb. 7. The Los Angeles-based chain joins a host of competitors nearby on Fifth including Topshop, H&M, Zara, Uniqlo and Joe Fresh, which all opened within the last few years.

This story first appeared in the January 30, 2015 issue of WWD.  Subscribe Today.

Fifth Avenue’s destiny was set even earlier by Abercrombie & Fitch and Hollister openings, among others.

But it’s really been a swirl of change on the avenue, as incoming luxury brands, such as Valentino and Polo, and fast-fashion flagships have pushed rents to record levels, stretched the shopping appeal south and fomented a dichotomy of clientele and commerce.

Forever 21’s attachment to Fifth is not surprising considering not long ago it temporarily occupied the former Takashimaya site on Fifth Avenue, which is now a posh flagship for Valentino. For the Forever 21 opening next month, there will be the ribbon cutting, a performance by pop singer Cody Simpson and gift cards will be handed out to the first 500 people in line to enter.

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