In the era of Western Fashion, Forever 21 is no stranger! The very prominent apparel brand was founded by Do Won Chang and his wife, Jin Sook Chang. Forever 21 is an American-based brand, headquartered in Los Angeles, California, United States.
In the beginning, the brand was called Fashion 21, which was later grown into a huge clothing line of shops under the brand names Love 21, Heritage, XXI Forever, and Forever 21. The American fashion brand was founded in 1984, and ever since its establishment, the company has seen immense success. In fact, today, Forever 21 owns over 550 stores across the globe.
Forever 21 was established to offer a broad range of women's clothing, but now, the brand has widened its categories and included various sections like Men, girls, kids, lifestyle accessories, and others.
A huge fraction of the apparel manufactured by Forever 21 is from China and then exported to other countries like the United Kingdom, the Middle East, and the United States. The company functions with annual revenue of $4 billion. In this article, we will discuss the marketing strategies of Forever 21. Let's get started!
Product Marketing Strategy of Forever 21
Forever 21 has been around for a long time now, it offers a wide range of clothing in all categories for men, women, and kids. The brand has a very strong position in the global market with a diverse range of product portfolios.
From kids to adults, you can find clothing for all ages. Its main target for clothing products is adults, kids, and toddlers. Forever 21 provides jeans, tops, jumpers, lingerie, and many other clothing products.
Besides its clothing section, Forever 21 also provides accessories sections, including belts, ties, hats, gloves, sunglasses, and many more. Moreover, its jewelry section includes products like watches, body jewelry, pins, brooches, and others.
Apart from this, Forever 21 also offers footwear products like loafers, wedges, sandals, boots, and heels. Forever 21 keeps its product range distinct and with great customer engagement.
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Target Marketing Strategy of Forever 21
Forever 21 puts its major focus on attracting women of all ages. Its products are specially designed in such a way that they satisfy the fashion sense and style of women, from teenagers to adults.
Forever 21 is ranked at 121st position in the list of top 1000 Internet retailers in 2023 (according to Digital Commerce 360), This is a significant drop from its previous rank of 2nd in 2019. Around 45% of the brand's entire online customers are millennial women.
With these high-rated customers, Forever 21 makes a fancy annual revenue of around $4 billion, which certainly is a huge figure. And that's why it mainly focuses on females from all categories. Although the brand does offer men's collections, its major market revenue source is women.
Pricing Strategy of Forever 21
Forever 21 is widely famous for its strategic pricing techniques. The brand offers great pricing deals according to the demands of the fashion product. Forever 21 is receiving great responses from the customers as well. Brand's valuation in the global market is increasing by great percentages. The brand is one of the top fancied brands with its incredible marketing policies and strategic planning.
Forever 21 is able to keep its prices low by controlling its costs. The company has a vertically integrated business model, which means that it controls all aspects of the production process, from design to manufacturing to retail. This allows Forever 21 to eliminate middlemen and reduce costs. Forever 21 often offers bundle pricing on its products. This means that customers can buy two or more products for a discounted price. This strategy helps the company to increase sales and reduce inventory levels.
Distribution Strategy of Forever 21
Forever 21 began its journey from Los Angeles, California, and today, the brand has spread across Europe, Asia, Africa, the Middle East, and America. The brand owns over 550 retail stores in 27 countries.
In fact, Forever 21 has reached countries like India, Australia, Costa Rica, Japan, Brazil, the United Kingdom, and Germany. Forever 21 functions with very strategic distribution and marketing planning.
With such an immense network, the brand is looking forward to establishing its outlets in Malaysia, Greece, Israel, and Russia.
Forever 21 retail stores are well-designed and large, suiting its fashion styling. The brand has a huge networking channel for distributing its products and services across the globe. Its distribution network includes Suppliers, Vendors, and franchise owners.
Promotion and Advertising Strategy of Forever 21
Forever 21 carries a very strong social media presence in order to promote its services and products. It works on improving customer service and relations with all prospects.
Forever 21 promotion strategies are entirely based on increasing the brand's reach and capitalizing on its market share. Social media platforms like Facebook, Twitter, Instagram, and Pinterest have worked promptly towards enhancing brand awareness among the global audience.
They also believe that marketing their children's products vigorously is important. Bright colors and lively displays are used throughout Forever 21 stores to make them enjoyable and enticing to children. Kids are often exposed to the kids' section of each store as soon as they enter because it is typically found at the front of the store.
Forever 21 functions very strategically when it comes to advertising and promotions of the brand. Forever 21 popularity can be easily estimated from the number of followers the brand has on its official website. Its prominent advertising and promotions are done through social media channels.
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The marketing strategies of Forever 21 are pretty straightforward and reliable. The brand offers custom, fast-paced, and low-priced clothes to gather its audience and build strong customer support.
Although the brand still requires a few improvements and alterations to the quality of its products, the quality isn't resisting. Forever 21 offers a huge range of fashion clothes and accessories to its customers with great offers and discounts. And that's what attracts more customers to the brand.
Forever 21 always keeps up with the trends and prefers experiments on its products. Forever 21 is set for more uprise success flow in the upcoming year.
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Does Forever 21 offer clothing for kids?
Yes, Forever 21 offers clothing for kids. The company has a dedicated kids section on its website and stores.
What is the target market of Forever 21?
The target market of Forever 21 is young consumers and kids.
What is Forever 21 marketing strategy?
Forever 21 carries a very strong social media presence to promote its services and products.
Who is the founder of Forever 21?
Do Won Chang and Jin Sook Chang founded Forever 21 in 1984.