'Riley Rose' is Forever21's Newest Conceptual Beauty Store
Ellen Smith — September 19, 2017 — Business
References: refinery29 & hypebae
Forever21 recently announced the launch of its new cosmetics store, 'Riley Rose,' which is set to open in California at the end of September.
This new vibrant space will open 13 stores in the US, carrying "accessories, cosmetics and home goods for the millennial consumer." Stacked with popular beauty brands and serving as a "wonderland for millennials and Gen-Zs," this experimental store encourages social media engagement, offering a vibrant, selfie-friendly environment that adds a unique dynamic to the standard shopping routine.
As the convenience of e-commerce stands as retail's biggest competitor, Forever21 continues to expand its efforts into conceptual spaces which aim to draw more consumers into physical stores. The storefront's appearance serves as a prominent example of the apparel brand's attempt to offer consumers a better overall in-store experience.
This new vibrant space will open 13 stores in the US, carrying "accessories, cosmetics and home goods for the millennial consumer." Stacked with popular beauty brands and serving as a "wonderland for millennials and Gen-Zs," this experimental store encourages social media engagement, offering a vibrant, selfie-friendly environment that adds a unique dynamic to the standard shopping routine.
As the convenience of e-commerce stands as retail's biggest competitor, Forever21 continues to expand its efforts into conceptual spaces which aim to draw more consumers into physical stores. The storefront's appearance serves as a prominent example of the apparel brand's attempt to offer consumers a better overall in-store experience.
Trend Themes
1. Millennial Cosmetic Stores - Retail should focus on creating a social media-friendly, experiential storefront to boost sales.
2. Interactive Cosmetics - Interactive displays that can enhance engagement could create a unique shopping experience and increase sales.
3. Physical Retail Expansion - More physical stores can help engage with younger demographics and generate brand awareness.
Industry Implications
1. Fashion and Apparel Stores - Fashion brands can collaborate with beauty brands to offer complementary products in experiential spaces.
2. Cosmetics and Personal Care - More brands can innovate by incorporating technology to offer personalized recommendations, easier product browsing and more efficient in-store purchases.
3. Retail and E-commerce - Retailers can adapt to shifting consumer preferences and expand upon experiential retail to provide a more enticing shopping experience.
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