Marketing Mix of Forever 21.

1. FOREVER 21.
History of Forever 21.
Forever 21 founders Do “Don” Won
Chang and his wife Jin Sook Chang
(Hangul: 장진숙) emigrated from South
Korea to the United States in 1981.The
luxurious cars of those in the retail
industry influenced Don to enter the
garment industry and so Fashion 21, later
renamed Forever 21, was
established. Don is the Chief Executive
Officer and Jin Sook the Chief Merchandising Officer, with a combined net worth of $5
billion. As of September 2013, the couple ranked 264 in Forbes’ World’s Billionaires list and 90
amongst America’s wealthiest. Their two daughters joined the business in 2009, Linda leading
the Marketing department and Esther in
charge of visuals.
Originally known as Fashion 21, the first
Forever 21 store was founded in Los Angeles,
California on April 21, 1984 by Chang and
Chang. The store is located at 5637 N.
Figueroa Street in the Highland Park district
of Los Angeles and is still in operation,
bearing the chain's original name. Designs
similar to those seen in South Korea were sold and targeted to the Los Angeles Korean American
community. In its first year in operation, sales totaled $700,000, and by 2013, there were more
than 480 stores that brought in revenue of $3.7 billion. And as of February 2014, Forever 21
generated a revenue of $3.8 billion.

2. 1984 - Los Angeles, CA
It all began in a 900 square ft. shop on Figueroa
Street in Los Angeles on April 21, 1984. The
store was called Fashion 21. By the end of the
first year, sales had risen from $35,000 to
$700,000. The Founder reinvested his success
by opening new stores every six months
eventually changing the name to Forever 21.
1989 - Panorama Mall. Panorama City, CA
Forever 21 opened its 11th store and the first
store located in a mall. Forever 21 has
multiplied its presence by expanding the
average size to 5,000 square feet per store.
Since then, Forever 21 has been running
specialty stores in major mall locations
nationwide.
1995 - Mall of Americas, Miami, FL
This location was the first store outside of California. Adding new stores every six months,
Forever 21 had reached a total of 40 stores by 1997. Forever 21 has rapidly expanded throughout
the United States.
1999 - Topanga Mall, CA
The opportunity was finally created for a new prototypical store within a mall setting, with a
complete redesign of merchandising displays. By this time, Forever 21 also increased its average
store size to 9,000 square feet per store in prime spots of top tier malls

3. 2001 - Willowbend. Plano, TX
Drastically expanding the number of Forever
21 stores nationally. Forever 21 has opened
XXI flagship store in Texas, Miami, Los
Angeles, Chicago, and Edmonton, Canada.
The average size of XXI venues is an average
of 24,000 square feet. XXI offers true one-
stop shopping in a fun and exciting
environment and has become the ultimate source for the latest fashions at a great value.
2005 - One Powell, San Francisco, CA
Since 2002, Forever 21 Inc. has been ranked as one
of the 50 largest privately held companies in Los
Angeles. in 2005, Forever 21 was operating over
355 locations nationwide with the brands Forever
21, Forever XXI, For Love 21, and Gadzooks. Now
in 2008, averaging 90 new store openings each
year. Forever 21 is multiplying its presence with every new location.
2006 - Old Town Pasadena, CA
In July 2006, Forever 21 opened its new
flagship store in Pasadena, California. At
40,000 sq ft. and two levels it proves that
bigger really is better. It's upscale and
accessible to all ages and demographics. It's
also one of Forever 21's largest locations to
date. Its numerous shop-in-shop concepts
demonstrate the continuing strength of boutique
and specialty retailing over department or megastore format.

4. Forever 21.
Forever 21 is an American chain of fashion retailers with
headquarters in Los Angeles and sales of $3.7 billion in
2013. Forbes ranked Forever 21 as the 1000th largest private
company in the UK in 2014. 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. The company has been
involved in various controversies, ranging from labor practice
issues and copyright infraction accusations to religion.
The large and often overwhelmingly oversized Forever 21 stores
are already present on almost every continent and continue to
multiple in number. Their department store-sized locations allow for all of Forever 21’s more
specifically catered brands to be sold all under one roof. Their ability to maintain a store
overflowing with different styles and target consumers stems from their successful branding of
the buy it now culture. Fresh merchandise arrives every day in contrast to other similarly
modeled stores like Zara where new
merchandise only arrives twice a week – a
typical store will roll over 20 percent of its stock
in a given week and this constant turnover is
key to the chain’s appeal: If you like something,
you have to buy it right now, because you may
never see anything like it again.
Forever 21’s strengths lie largely in their

5. production model. Typically, midmarket competitors need three to six months to take an item
from design to rack but for Forever 21 the cycle is reduced to weeks. Forever 21’s use of larger
fashion houses’ designs allows them to produce so quickly. Immediately after the season’s latest
styles hit the runways or trade shows, they are duplicated by the company’s journeyman
designers around the world, and often arrive on shelves before the originals do.
However, as Forever 21 uses almost identical designs they continue to face lawsuits from other
brands, designers and production factories for copying the physical patterns of the designs. These
constant piracy lawsuits may shed a negative light on the owners, but it has yet to affect the
company’s revenue, particularly because the Forever 21 customer base continues to get
expensive designs at unbelievably cheap prices.

6. Marketing Mix of Forever 21
Product Mix:-
The main products sold in Forever 21 are clothes,
accessories, foot wears and cosmetics
Forever 21 have the following product lines:
Forever 21 girls – It’s the clothing line for girls aged
4 to 12
Love 21 Contemporary – It’s the clothing line teens
and ladies
21 Men – It’s the clothing line for men which
opened in 2006
Forever 21 Lingerie – It’s the intimate wear
line opened for women
Forever 21 + - It’s the clothing line
opened for plus sized women
Love and Beauty – It’s the cosmetic
products opened for women.

7. Place Mix:-
Forever 21 have 723 stores (as per August 2015) all around the Globe
Price Mix:-
If you love fashion but can't afford the expensive price tags, then you will
love Forever 21. They have all the latest styles at unbelievable prices.
Forever 21 have everything from basic t-shirts to funky accessories for any
and every style. If you are a plain jeans and t-shirt kind of gal they have
basic tees in just about every color you can imagine! The prices range from
$2.50 to $5.80. As far as jeans go they have an
amazing affordable collection for all body types that range from $10.80 to
$29.80. For the wild party side they have gorgeous party
dresses and cute mini skirts to pair with a cute top whether
you are going to the club or on a date. Prices start at
$10.80. Don't forget to check out the shoes, they have flip
flops starting at $7.50 and wedges, boots, and stylish heels
all at affordable prices.

8. Questionnaire (SAMPLE)
Name:_________________ Age:__________ Gender:___________
1. How often do you go out for shopping of clothes in a month?
 Twice A Month
 Every Month
 After every Two Months Gap
2. Do you think people usually wait for sale seasons to do their shopping ?
 Agree
 Maybe
 Don’t Know
 Disagree
3. Have you ever done clothing shopping in Forever 21 or heard of it?
 Yes but only once
 Regular customer
 Most of the times
 Never did shopping in F21 but I know the store
4. Are you satisfied with the clothing ranges like Love 21, Forever 21+, etc.?
 Yes
 No
5. Are you convenient with the store’s locations which are located in UAE (overall)
 Yes
 No
6. How do you rate the in store shopping experience in Forever 21?
 Good
 Bad
 Satisfactory
7. What do you think is the most appealing factor about Forever21?
 Price
 Varieties
 Sizes and Fittings
 Location Convenience

9. 8. Have you liked or followed Forever 21 in any Social Media portals
 Yes
 No
9. If Yes then choose one or more choices from below (the portal you have chosen ):
 Facebook
 Youtube
 Twitter
 Pinterest
10. Does the shop atmosphere ( design , music , customer service ) affect your buying
decision ?
 Yes
 No
THANK YOU FOR YOUR
COOPERATION
Survey Analysis
1. How often do you go out for shopping of clothes in a month?

10. 2. Do you think people usually wait for sale seasons to do their shopping?
3. Have you everdone clothing shopping in Forever21 or heard of it?
33%
27%
40%
1. How often do you go out for shopping
of clothes in a month?
a.Twice A Month
b. Every Month
c.After every Two Months
Gap
40%
20%
20%
20%
2. Do you think people usually wait for
sale seasons to do their shopping ?
a Agree
b Maybe
c Don’t Know
d Disagree

11. 4. Are you satisfiedwith the clothing ranges like Love 21, Forever21+, etc.?
13%
40%
34%
13%
3. Have you ever done clothing shopping
in Forever 21 or heard of it?
Yes but only once
Regular customer
Most of the times
Never did shopping in F21
but I know the store
53%
47%
4. Are you satisfied with the clothing
ranges like Love 21, Forever 21+, etc.?
Yes
No

12. 5. Are you convenient with the store’s locations which are locatedin UAE
(overall)
6. How do you rate the in store shopping experience in Forever21?
33%
67%
5. Are you convenient with the store’s
locations which are located in UAE
(overall)
Yes
No
47%
13%
40%
6. How do you rate the in store
shopping experience in Forever 21?
Good
Bad
Satisfactory

13. 7. What do you think is the most appealing factorabout Forever21?
8. Have you liked or followedForever21 in any Social Media portals
33%
20%
27%
20%
7. What do you think is the most
appealing factor about Forever21?
Price
Varieties
Sizes and Fittings
Location Convenience
67%
33%
8. Have you liked or followed Forever 21
in any Social Media portals
Yes
No

14. 9. If Yes then choose one or more choices from below (the portal you have
chosen):
10. Does the shop atmosphere ( design, music , customerservice ) affectyour
buying decision?
60%13%
27%
0%
9. If Yes then choose one or more choices
from below (the portal you have chosen ):
Facebook
Youtube
Twitter
Pinterest
87%
13%
10. Does the shop atmosphere ( design, music ,
customer service) affect your buying decision?
Yes
No