Several fashion retailers who cater to younger consumers also have beauty sections in their stores – H&M, Urban Outfitters and Sephora in JCPenny – but Forever 21 is making a big move in the beauty game with plans to open over a dozen stand-alone beauty boutiques under the name Riley Rose. The new stores are being carefully designed to meet the expectations of millennial and Gen Z consumers. The new concept store will focus on beauty and lifestyle items that consumers wouldn’t usually get to try and will include interactive, digitally-focused features as well as in-store entertainment that not only suggest, but encourage social media engagement. Picture a selfie-designated station and touch-screens throughout the store so you can find fall’s coolest trends and then try them for yourself.
Esther and Linda Chang are the daughter’s of Forever 21 founders Don and Jin Sook Chang, and are the masterminds behind Riley Rose.
“We know our customer can open her phone and research anything she sees in our store within seconds, and we embrace this reality by empowering her to explore our offerings through digital and social moments throughout the store,” Linda says.
The first Riley Rose store opens September 30 at the Glendale Galleria in California, with more shops opening by the end of the year.