How to shop at Forever 21

Hey...she has on my necklace. It's layered with another one just above it. It looks like the crystal collar necklace (#1060933805, $14.80) seen here on their site.



Roxy asked how I find aaaany cute things in the sea of merch at Forever 21 (F21).

Good question!

I am not in the fashion industry, but I did my time in retail. I started out as a stocker, simply putting clothes back on the racks. I think I got a pretty sharp eye from that experience. As far as retaining information...*lol*... as you have noticed, I don't always provide all the details on items I blog on unless they are with me at home. I let things catch my eye, snap pics, prices and I keep moving. BTW, If you ever want more details about something specific, I will provide it -- esp if I own the item you're asking about.

Onto Gigi's tips for shopping @ F21:
0) Visit the website first. I'm not in any way suggesting that it will help. Except to help acclimate you to the crazy patterns and sheer volume of merchandise they stock. You might actually recognize something that you saw online, though it's not guaranteed. Many items sell out very quickly in the store. The average price point was about $15.80. I'd say it's between $17.80 and $22.80 now.

1) When you set off for F21, try to wear an outfit that is easy to change in/out of. You will be happy you did.

2) Bring a good attitude. If bargain/trend shopping does not interest you, this store isn't for you. If you like finding fun gems, it's hit or miss but definitely worth a look. If certain price points, fabrics, lack of a name brand, etc... are beneath your level...this store is not for you. Yes, it is true that I don't like polyester, but F21 has a good mix of offerings as far as fabrics go. Not everything they sell is made of the sisters. ETA: As of SP10, they are offering a number of cute tops in silk. Many pieces can be washed by hand. Some are dry clean only. They range in price from $17.80 to $29.80 or so.

3) F21 puts out new merch on any day, at any hour. It's futile to show up on a particular day of the week. Just go when you can. But...

4) Go on a weekday if possible. The weekends are when the teens, date nite peeps and clubbers are looking for gear. IMO, there is much more merch available before Fri & Sat. In contradiction, read Tip 3. You may see them putting out racks of clothing on a Sat. afternoon.

5) Go early in the morning. Esp if you cannot go on a weekday. Try to get to the store before 12 noon. There will be fewer people. This is particularly true on a weekday as the younger kids are in school. Or at least supposed to be. When I go to the mall I almost, ALWAYS go to F21 first. Which leads me to...

6) Do your returns first. You need empty hands. You also need your strength and the clarity in your senses which are both at their peak in the beginning of your shopping trip. If you have returns to other stores, get them out of the way first unless you have some anxiety around them (I.e. asking for a price adjustment.) IMO, your returns really can for another day or wait in the car. I go into F21 first and I go with zero bags in my possession whenever possible.

7) Now that you're in F21, don't wear your iPod. Don't try to carry on a conversation on the phone. I don't even have my Bluetooth ear bud in when I am there. I need to give the store my full attention because it is overwhelming. The music is fun and is loud. Though not as loud as Abercrombie. Their volume is just senseless. I guess they want to make sure I stay away from their store as I am not in the target market.

8) At F21 start with accessories. Head to the accessories and play a little bit. Especially if you're new to the store or only have been a few times. Look for things that catch your eye. Your hands are free of other bags and free of clothing because you haven't picked up any yet. You can easily try on necklaces, scarves and handbags. I have purchased a couple cute handbags from F21 that have done me well. If I find a few accessories I like, I often go right to the counter to purchase them. This is why I go when the store is empty; I don't have to wait in line. I put the purchase in my purse and now I am free to look around for clothing. IMO, one of the best things about F21 is accessories, so I always hit it first. Also -- if I only see one or two necklaces in a certain style I want to make sure I get it before someone else does. People try to act cool here, but it's been my experience that if someone sees you going for something, she will try to get to it first. What can I say. I admit I have done that to others.

9) Move towards clothing that catches your eye. Once you find something, stop. Pick it up. Then take a moment to look up and around to check the "department" you're in. F21 categorizes their clothing by type. Ruffle tops are together. Sequins are together. 80s/Mod is together. Casual is grouped together, and so on.

Sidebar -- there at least 5 labels underneath the F21 umbrella --

-- Forever 21 (the main brand, has a mix)
-- Heritage 1981 (casual)
-- Twelve By Twelve (upscale)
-- Love21 (contemporary, supposed to have a more 'modest' fit)
-- Faith21 (plus size)

Not all of the labels are carried in each store. The flagships definitely have all of the labels. Also, there are accessory only stores called For Love 21. -- end sidebar


Back to you standing there with an article in your hand. It's a good idea to get an idea of the section you're in,. Then you'll know if you want to keep looking for more things in that section. If not, move on. Don't analyze too much as this point. You're just trying to...

10) Hook a find. When you see something that catches your eye, pull it off the rack. Decide if you like the material or not. If you do, try and gauge what size you might take. I often take a size M in F21, but sometimes I take a S. You can look nearby to see if the item comes in other colors. It might come in one or two other colors, but not necessarily. If it's on a rounder as a featured item or Fabulous Find (low prices on these!), you're in luck as far as choices. If it's on a 4-way or other rack, good luck finding the same thing in other colors. It's not likely.

11) Pick cautiously. Everything is not going to look cute on. Some of the stuff is inexpensive. And some of it is just cheap. There is a difference. In short, this is disposable fashion. F21 is impressing you with the ability to knock off high fashion very quickly and at a low price. These items are neither intended to nor meant to last forever. Think of them as supplemental pieces that you can work in your wardrobe to modernize it, keep it fresh and spice it up.

12) You may see random racks of clothing alongside the aisles. You better look at them there racks! That's new merch. F21 does not like to have backstock. If it cannot fit on a rounder, they keep it on a rolling rack anywhere they can fit it. This is not common in all F21s, but I have noticed it in 2 of the 3 that I visit. It's ok to pick up/try on these clothes, esp if you don't see a SA near the rolling rack(s). It's likely that where you see the merch is where it's going to live until they can work it into the racks.

13) Try before you buy. You have 21 days to return an item. However, the return policy is store credit only. Even if you pay with a charge card, you will get a store credit. Red line items and jewelry are final sale. Period. They are strict on the policy. Pay attention to the store credit rules because there is an expiration on the credit. It may also be 21 days; not 30. I highly recommend trying on items before buying. Accessories included (except earrings). Just stand in front of the mirror and wrap that scarf around your neck. Don't be shy.

14) You can only take 6 items in the dressing room at a time. I never want to fool with taking more than that in anyway. The fitting room clerk will hold your excess items in one of two ways --> They will either put them on a rack without any rubber band (I hate this. Are you keeping an eye on my stuff? I know I'd never find it again out on the sales floor!). Or...they will hang the ones that you need to try, outside your room on the drapery hook/holdback. I've shopped many F21s and never come across one with a system other than those 2 options. This is also why I pay for any accessories I want before heading to the fitting room. I don't want to have to deal w/having them held to the side while I try on. Call me paranoid, but I always think they will get swiped by another customer. I usually always find an accessory I like, but clothing is not the same. So I focus more on the former.

15) Important: F21 tilts their dressing room mirrors. They are tilted away to lean against the wall and then secured. They're not flush to and flat against the wall. This means you may often look thinner in the store, which is FAB. Until you get home. So consider how you feel in the item. Not that that's a guarantee, but feeling good in the item can be a better bet than believing it's great simply because of the low price tag. Try it on if you can to be sure it's a winner. If you're shopping alone and want an opinion, ask one of the salespeople at the fitting room. You can easily spot the fashionable one or the one that you know will tell you the truth. Also, the lighting in the fitting room is dim. Sneaky, sneaky F21. Look up before you go into a fitting room. Sometimes the light above it isn't even working. Ask for another room if that is the case. I have done this before. Did you read Tip #13 about returns?

16) Know where the mirrors are outside the fitting rooms. I should have told you this back on Tip #8. The mirrors are good because if it's just a jacket you're trying on or a scarf, you may not need to bother with the fitting room. Forever 21s usually only have 2 mirrors before you get to the fitting rooms. These don't include the small vanity mirrors on the accessory tables. Just to keep things confusing, all F21s don't have the accessories on tables. Some only have jewelry storage racks, no tables. The 2 full length mirrors are located towards the front or middle of the store. There are some merchandise shelves that have mirrors as a backing and they are usually right outside the fitting rooms. However, you can't get a head-to-toe look in them since the shelving chops the mirror up.

17) Have fun. Remember that you are not here for items that you will later sell as vintage on eBay. They may will probably not last that long, nor are they intended to. You're here to bump up, funkify, modernize and put a twist on items you already own.

18) If you see something you like, buy it. Did you hear me? Buy. It. Odds are it will not be there if you go back. Truuuuuuuuust me. Even if you return in an hour, do you really think you'll remember where it is? The stockers put items back to their true location as close as they can. However, they are not exact. Yes, the return policy bites since you can only get a store credit (and no returns on final sale or jewelry), but for these prices it's a win. Also, I have come home, hoping I can order things online and been disappointed. This is why it is good to peruse the website before you go in the event you are actually able to connect online merch to what you see in person. I have tried to look up items online from my phone. It's not an iPhone, so that was the 1st problem. My phone is sloooow. At any rate, I'm not sure how the website would look on an iPhone would be anyway because of the number of pages the F21 site has. Basically, your phone is a total hero if you can do an online search on F21 while you're in the store. Since I don't have an iPhone, I don't know if F21 has an application for their store.


19) All F21s have the same merch in general. HOWEVER, as stated in the comments, some F21s have merch geared more towards the customer of the nearby demographic/market. One F21 might be more club-gear oriented. Another may have some of their other lines like Twelve by Twelve. For example, one F21 I visit does not have the Heritage line and another F21 that's only 15 miles away does. The main point is that if you see something in one F21, don't expect to find it in another. In fact, you might want to check in advance, online to see which lines your F21 carries.

20) SAs ARE approachable. I have never had a SA give me attitude. Not once. They might seem distracted, uninterested or self-absorbed, but that's not the case. Almost all of them are super young. They are thinking about making a car ins pyt, signing up for college classes, what movie they're going to see, etc... You can jar them out of their world with a compliment. If I need an opinion, I ask the girl running the fitting room. They're usually honest and kind. I try to pick the SA w/a stylish outfit on. That girl is probably going to be the opinionated one. I've had just as good luck with ones that aren't dressed as up-to-the-minute in the latest trends. And hey -- F21 SAs get HUGE points for never being on their cells phone or texting while working. PTL!

21) Good luck! And don't be shy. Before stepping in-store, ask the retail gods to smile on you and help find something fun. Uh, silently. Ask silently...lest mall security may start following you. As I look up at the F21 sign I think, I always find something cute in Forever 21. And that's usually what happens. Yes, you can borrow my phrase ;-)

If you have F21 tips, please chime in!