2. Background Information
• First shop in Figueroa Street in Los Angeles
• Fashion 21
• At the end of the first year, their sales had grown from
35,000 to 700,000
• 1995 they opened a store in Mall of Americas in Miami,
Florida
3. Today
• 2002, Forever 21 Incorporated has been ranked as one of the 50 largest privately
held companies
• 2008, they were averaging 90 new stores openings each year.
• 1 million square feet of space to 10 million, from one brand of its own to six
• This year it plans to open at least 75 more stores in five countries
5. Products & Services
• Current fashions at the greatest value
• Forever 21
• XXI Forever
• Heritage1981
• For Love21
• Twelve by Twelve
• Forever 21+
• 21Men
• Department store-sized stores
6. Target Market
• Mostly young men and women
• 66% are women between the ages of 18-34 years old
8. Target Market
Ethnicity Household Income
Caucasian African American Asian Hispanic Other 0 - 30,000 30,000 - 60,000 60,000 - 100,000 100,000+
1%
16% 19%
30%
15% 52%
24%
16%
27%
9. Value Proposition
• Customers have options and are able to be creative within
their retail doors
• Supplier and Vendor Social Compliance and Ethical Sourcing
11. Retail Strategy
• Forever 21: expand their depth of product
selection by offering to their customers a
wider mix
• Dedicated lines within different product
categories
17. Marketing Strategies Applied
• Their blog is aimed at educating the customer
on their products
• Inspiration boards
• Twitter is used to attract customers for sales
and limited time offers
• Facebook page have many customers
speaking to each other
