Forever 21 Arrives in Santa Cruz

By Katie Kerr on August 20, 2012

On August 11th, 2012, Forever 21 joined the slew of women’s clothing stores that line Pacific Street in downtown Santa Cruz, California. Forever 21 is a staple of any mall. It has a wide range of styles and prices, which makes it very popular. Unlike Urban Outfitters, which also resides on Pacific, Forever 21 is affordable, especially for college students. Forever 21 inherited the building on the corner of Lincoln and Pacific which used to house Borders, but after Borders declared bankruptcy in 2011, the store has remained empty.

forever 21

To attract customers to the 10am grand opening, Forever 21 offered gift cards to the first 300 customers and a coupon to all other customers. I arrived at the store at around 11am. The wait for the register was over an hour long and I patiently waited alongside other customers for twenty minutes to use the changing room. The store is massive; Forever 21 dances the line between being a boutique and being a department store. This particular location included a men’s section and a children’s department.

Forever 21 is indicative of a new trend in Santa Cruz county. In addition to Forever 21 other chain stores such as Walgreens and Target have opened up locations in the city limits. Most people I have talked to are glad for the convenience of these mega stores. And indeed, the convenience is why stores like Target and Forever 21 have managed to sustain popularity. However, there is notable resistance from the community, too. There is fear that these big box stores will drive smaller boutiques to go out of business and other mega-stores will replace them. Is the rise of big box stores a threat to the Santa Cruz community, or can convenience coexist with community?

Greetings from Santa Cruz, California - Large Letter Postcard


By Katie Kerr

Uloop Writer
Katie is currently working on her B.A. in American Studies at the University of California, Santa Cruz. She is passionate about writing, music, and cooking. She is currently working as the PSA Director of KZSC in Santa Cruz, California and in her spare time works on illustrations for her personal blog.

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