About the brand

• Forever 21 is an American chain of fashion retailers headquartered

in Los Angeles, California.
• It is the 5th largest specialty retailer in the United States.
• The company sells accessories, beauty products, home goods, and
clothing for women, men, and girls.
• The average Forever 21 store is 38,000 square feet, the largest is
approximately 162,000 square feet and the original FASHION 21
store is only 900 square feet.
• FASHION 21 rung up $700,000 in sales in its first year.
• The prior three businesses that occupied that building failed within
the first year.
• Even with the company’s tremendous growth, it still remains a
family owned business.
 Segmenting, Targeting, Positioning.
S T
Both Demographics and
Psychographics
Age, expectations, gender,
income group, region, family
size, loyalty, social class, price
sensitivity, personality
attributes, and lifestyle.
• Lower Middle Class public
is generally focused.
• The segment that is
generally tapped is trends
and fads.
• Dependent Public is
focused thus keeping the
prices low.
P
• Gender Focus: Female • Stores are generally
• Forever 21 segments the opened in prose areas of
young adult females (17- the city.
23), pre-teens (12-13) • The average FOREVER 21
and teenagers (13-16). store is 38,000 square feet,
the largest is
Women at that age tend to
approximately 162,000
be "fashionistas" or trendy.
square feet and the original
• Gender Focus: Male
FASHION 21 store is only
• Young Adults are generally
900 square feet.
focused.
Ethnicity is brought on
the website with Asian,
European models.
 Product mix of FOREVER 21
Forever 21 is a popular fashion brand serving clothes for both men and women across
various age categories. Forever 21 has its presence globally with a diverse portfolio of
products in its marketing mix ranging from beauty products and accessories to apparel for
girls, men and women. The company caters adults, kids and even toddlers as its target
customers. Some of Forever 21’s products include-
 Price mix of FOREVER 21
The pricing policy of FOREVER 21 is quite different and dynamic as
compared to other competitors that it has eyes on in the market. It excels
when it comes to providing/offering quality products at comparatively
cheaper prices as compared to its competitors.

• Introducing Limited Period offers when competitors introduces

Offers. M
A
• Designing pocket-friendly pricing strategies to increase sales. R
K

• Always keeping prices lower as compared to the Competitors. E

T

G
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W
T
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RELATIVE MARKET SHARE

 Place
• FOREVER 21 is an American Enterprise, having its headquarters situated in Los Angeles, California.

• This Forever 21 network is spread across different countries and has the maximum carpet area
acquired in fast fashion industry.

• The stores occupy an approx. carpet area of 38000 sq. ft where the lower limit is 900 sq. ft. (the first
store named as fashion 21) and the maximum carpet area being nearly 100,000 sq. ft.

• Has more than 600 outlets across Middle East, America, Asia. Some of its major stores are situated in
Japan and China as these people follow forever 21 the most.
 Promotion mix of FOREVER 21
Promotion done by Forever 21 is something considered as epitome of presence in the market. Forever 21
adapts to all the mediums possible to promote the products.
Tv ads Magazines
Marketing strategies
Collaborations

To boost their
customer base and
sales they
collaborate with
celebrities and
other brands
Promotional Analysis on Social Media
(As of last month)
Gaps
Tapping niche market
 Almost 30 per cent of customers look
for plus size clothing
 Plus-size market estimated to account
for $5-6 billion by 2020, i.e. 10-12% of
the overall market

USA
Europe
( approx. 35
(20 stores)
stores)

Australia
(10 stores)
 Disintegrated Merchandise

No colour
theme

No style Scattered
segregation sizes
 Infringement

Till date more than 50 cases have been

filed against FOREVER 21 for
copyright issues
1
Lack of social compliance leads to..
Poor animal Degradation of Poor labour
welfare ratings environment conditions

Distort brand Reduction in

Lowering sales
image customer base
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ENVIRONMENTAL ISSUES

Manufacturing Consumption

Due to pollution from the increased number of

When cheap clothing is thrown away the high volume
chemicals used in synthetic fibers and dyes
of textiles in landfills leads to off-gassing
1
Heart Wrenching Campaign by PETA
 Product Quality Dilution
Loyal consumers may reject the brand and turn
to a competitor for better quality

Colorfastness relates to appearance retention

Before After
Durability evaluates “how various materials
used in a product perform when subjected to
different conditions”

Post purchase fittings vary in accordance to pre

purchase fittings
 References
1) A deep dive into the social media habits and performance of forever 21. (n.d.). Retrieved May 2,
2019, from unmetric: https://unmetric.com/brands/forever-21
2) crossley, i. (2018, feb 6). aditya birla downsizes forever 21 india stores to cut costs. Retrieved may
4, 2019, from fashion network: https://in.fashionnetwork.com/news/Aditya-Birla-downsizes-
Forever-21-India-stores-to-cut-costs,944372.html#.XNlgSqThVPY
3) dannis, s. (2018, june 8). Is Retail Finally Getting Serious About Plus-size Fashion? Retrieved may
1, 2019, from forbes: https://www.forbes.com/sites/stevendennis/2018/06/26/is-retail-finally-
getting-serious-about-plus-size-fashion/#33829c047994
4) schlossbrg, m. (2015, october 11). forever 21 is losing it's grasp on fast fashion. Retrieved from
business insider india: https://www.businessinsider.in/Forever-21-is-losing-its-grasp-on-fast-
fashion/articleshow/49306512.cms
5) Sporn, J. (2018, June 6). Five surprising findings about how people buy clothes and shoes.
Retrieved from Harvard Business Review: https://hbr.org/2018/06/5-surprising-findings-about-how-
people-actually-buy-clothes-and-shoes
Thank You