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Forever 21 expands Red concept

Back in 2014, Forever 21 introduced a new retail-only brand called F 21 Red, which was created to stock exclusively pieces in the entry-level category price points of its inventory. This offshoot further lowered the range of an already notoriously cheap fast-fashion company even more.

Almost three years into the venture, Forever 21 is expanding the concept. Forty new F 21 Red stores are expected to open in the US in 2017 — a big jump from the eight outposts already in operation. This expansion will allow the brand to bring a wide variety of product at competitive prices to new regional areas for its increasing customer base.

The first three new F 21 Red stores are opening in San Antonio, Chicago, and New York City.

Even at its outset, F 21 Red drew concerns about the human cost of its even-cheaper merchandise. There's the sourcing and preparation of the materials, the dyeing and manufacturing of the fabrics, the actual putting-together of the garment, and, finally, the shipment from factory to store floor.

The news of F 21 Red’s expansion could have deeper implications for consumers and what they're taught to expect from retailers. A generation is being sold on the concept that low-quality products are desirable. Being on an endless rat race of fashion instead of style isn’t doing anything for shoppers’ confidence, and it’s having an enormous impact on the planet and the people making those clothes.

 
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