Fashion Brand Forever 21 Launches in Pune

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It’s been a while since I saw a rush as over-whelming. The last time I saw people jumping over each other in an attempt to catch a glimpse of what’s happening was when Sunny Leone attended Pune’s Dahi Handi celebrations a couple of years ago. Okay, fine! I may have exaggerated a bit. But, if you were at Phoenix Market City on Saturday, April 11, you would’ve agreed. It was the Grand Opening of globally-recognised fashion brand Forever 21.

The brand was founded in 1984. The founder, Do Won Chang, continued to open new stores every six months and  today, there are more than 35,000 employees and 600 stores worldwide including the United States, and international operations in Canada, China, Europe, Hong Kong, India, Israel, Japan, Korea, Latin America, Mexico, Philippines and United Kingdom.

Now, I’ve been a fan of Forever 21 ever since I learned how to put an outfit together. What’s more, the brand is extremely affordable with a huge fan-following. It was only obvious that it saw an opening as grand. To be honest, Phoenix Market City doesn’t have a lot of brands that are as affordable and extensive as this one. I mean, of course, you could always shop at Zara, Mango and Promod during Sale season. But hey, at Forever 21, it looks like there’s always a sale!

I reached the store at noon on Saturday, and was simply taken aback by the crowd. Around 200 people waiting in line to enter the two-storey store! What was astounding was that they didn’t even mind it. Some of them reached as early as 10 am just to receive a few goodies as a present. So much for free stuff, eh! Well, I hope it was worth it for them. Here’s how the queue looked like:



Anyway, thanks to this staggering response to the opening, it was a lucrative day for other brands at the mall. Many of my friends received sms updates from brands that had reduced their prices just for the next two days. Now that’s how you turn the tables, right?

Before the store was opened for public, a select group of invitees got to experience the first rush of shopping with the brand on Friday, April 10. While Arjun Rampal inaugurated the store, Anusha Dandekar styled winners of a week-long contest held in the city with clothes and accessories from the store. The store launch culminated in a unique fashion showcase and cocktail party for the who’s who at Paasha, JW Marriott.

Arjun Rampal

So, fashion lovers, if there’s still stuff left at the store after the mind-boggling attendance at the opening, make sure you pay a visit to this international favourite. You’ll be amazed at the prices and the vast collection of state-of-the-art items. Happy Shopping!

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