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This US chainstore arrived in Oxford Street in 2011, hoping to give Topshop a run for its money. The bright white lighting, and tightly packed rails of cheap andcheerful clothing mean it’s aimed squarely at the late teens/early twenties market (no-one else looks good in polyester under a fluorescent light). While competition for those monthly allowances is stiff on Oxford Street (Topshop, H&M, Miss Selfridge all already do a good job of servicing young ones with skinny jeans and R&B) Forever 21 has been a hit. Partly because the combination of reasonably priced, fast fashion and a noisily fun ambience is such a familiar one to Oxford Street shoppers- Forever 21 fits right in here. But it’s also worth noting that while Topshop and Zara prices have crept up of late, Forever 21’s really haven’t- you can still get dresses for £16. Making prices just a shade above those of nearby budget monster Primark- and without the adjacent concern that every cheapskate on the block will be wearing the same maxi dress.