Forever 21

1986 Words8 Pages
INTRODUCTION

Forever 21 is an American chain of fashion retailers with its headquarters in Los Angeles and sales of $3.7 billion in 2013. Forever 21 began as a 900 square foot store in Los Angeles in 1984, and has grown to sell their clothing lines Forever 21, XXI Forever, Love 21, and Heritage in over 600 stores in the Americas, Asia, the Middle East, and the UK. More than 60% of its apparel is manufactured in China and the average store size is 38,000 square feet. According to Adrienne Tennant, an analyst at Wedbush Morgan Securities, and Andrea Chang of the Los Angeles Times, Forever 21 is known for its trendy offerings and its economical pricing. The company sells clothing, accessories, and beauty products for women, men, and girls.
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The first year for Forever 21 saw $700,000 in sales.
By 2009 Chang’s two daughters Linda and Esther joined the family business in the marketing department. In 2014, the Changs family worth was Five billion dollars. They are now ranked number 86 in the List of Richest People in America and number 93 on the Forbes 400 list. Changs are also at number 244 in Forbes billionaires list. But Forever 21 success story has not been without its share of controversies. The company faced several allegations of copyright infringements against it. According to Forbes, Forever 21 had 50 copyright violation lawsuits slapped on it. Some of the most famous designers in America like Diane von Furstenberg, Anna Sui, Trovata, and Gwen Stefani have sued Forever 21. However, the firm was never found guilty and settled most of the cases out of courts. In its defense, Forever 21 maintains that it works with merchants instead of designers, and does not copy designs.
Forever 21 was also pulled up by several media houses like The Daily Mail and The Huffington Post. They alleged that the clothing firm was promoting a religious propaganda and a Christian agenda because it sold tops printed with words like “Thank God,” “Holy,” “Peace,” “Faith,” “Hope,” “Love,” and “Jesus.”
The success of Forever21 sets a great example to small apparel businesses all over the world.

MARKETING STRATEGIES

Forever 21 has made an incredible name for itself over the past few years in the fashion industry.

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