Forever21

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사례연구☞ 발표자 뇌우령 석사 2 학기 패션 마케팅 전공
SPA(Specialty Store Retailer of Private Label Apparel)
“ 기획 , 생산 , ”유통 프로세스의 수직적 통합을 바탕으로 매우 빠르고 효율적인 생산과 판매를 특징이다 .Fast Fashion 은 기본적으로 희소성이나 고가격보다는 폭넓은 시장과 중저가를 추구한다

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TypeType Private
FoundedFounded 1984, LA.California
HeadquarterHeadquarter LA.California
FounderFounder
Do Won Chang( 장도원 )/Jin Sook
CEOCEO Do Won Chang( 장도원 )
ProductsProducts Clothing, Accessories
EmployeesEmployees 6000(2008)
Forever 21,Inc
History Brief The chain, originally known as Fashion 21, was intended at first mostly for middle-aged
women.Trendy designs seen in South Korea were sold and targeted to the Los Angeles Korean Amer
ican community. However, people from many other ethnics and nationalities began noticing the trend-setting
fashion designs and the store became increasingly popular.Fashion 21 eventually expanded at the rate of a
new store every six months and changed the Fashion 21 brand name to its current name, Forever 21.

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stores
（松坂屋銀座店内）
1984.April Los Angeles,California
↓
1989. 11th. Panorama City ,California
↓
1995.Miami,Florida
↓
1997. 40 stores
↓
2010.1.7900m2. Cerritos,California. Flagship Store
2010.11. UK 2010.11. Ireland
➜
Belgium France
Europe
Asia
India Philippines Japan
Korea
New York

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Mark,Label
●This original and primary store carries women’s and junior’s clothing, accessories, swimwear, lingerie,
handbags, and shoes. Imitating both Korean and American fashion trends.
●This is another version of Forever 21, but instead of having clothes and accessories, this store
carries only accessories. They sell bags, shoes, hair accessories, jewelry, scarves, make up, and
so much more.
●Formerly named Faith 21, this store carries women’s clothing in extended sizes. Love 21: This
is a contemporary line for women. Their style of clothing is more suited for older teenagers and
young adults.
●Exclusive, limited-edition collections, with new themes launched every 4-6 weeks. Collections so far
include Cirque 21, Twist of Punk, Ballet - Tutu Cute, Disco 21, Tres Paris, Rocker Babes, Twisted
Wonderland, All Dolled p, I Love Nerds, Street Chic, and Boy Meets Girl.
●Formerly known as HTG81, this is a kid formatted version equivalent to the Forever 21 adult line. Their style is
more suitable for younger kids/pre-teens.
●This store is a male version of Forever 21. It offers the same trendy fashion styles, but only for men.
Forever 21
Heritage 1981
For Love21
Forever21+
Forever Twist
Forever 21 Girls
21Men

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About the Forever 21’s founder/CEO- Do Won Chang 장도원
Grew up in S. Korea at 18 ,1981 California
1984 Fashion 21
2010.(457)
2011 포브스 (Forbes)
Story ofIn Seoul, Mr. Chang had started the first coffee and natural juice delivery service. Mrs. Chang had been a hairdresser. They wanted to run their own business in Los Angeles, and while subsisting on wages from
menial labor (he pumped gas and worked as a janitor), they managed to open a 900-square-foot clothing store. It was on a low-rent street close to the garment district, and they called it Fashion 21. he
Changs filled the store with cheaply made, skimpy clothes for teens, all produced by Korean-American manufacturers and all selected by Mrs. Chang. She proved to have a sharp eye for easy-to-copy
trends and an even sharper instinct for negotiation. "My mother is an incredible buyer," says Linda.
The Changs, who are born-again Christians, think they had some other help, too. Mrs. Chang tells people that when they were starting out, she went to the top of a mountain in Los Angeles to pray. God told her
she should open a store and that she would be successful. "Every decision that they made has been with thoughtful prayer," says Linda. Mr. and Mrs. Chang attend a daily 5:30 a.m. prayer meeting at the
Ttokamsa Mission Church when they're in town; he also leads Bible study, and she's a deacon. "I think they get a lot of business ideas and insight during early morning prayer time,"
They learned that what's new has to be up front, and it has to change daily. Most retailers stay with dead inventory too long. Forever 21 is all about movement in the store." According to Roth Capital's Pierce, a
typical Forever 21 store might turn over 20 percent of its merchandise in a week, which could be twice as much as most apparel retailers. Changs also figured out that if they order small enough batches of each
style, shoppers will learn to buy what they like when they first see it. Next week it might be gone. "Most retailers put out tons of their hot items," says Metchek.
The family credits its accomplishments to hard work, faith, and frugality, though Forever 21 has not prospered without controversy. The company has been accused many times of not just following the trends but
selling copies of clothes created by trendy designers.
Many of whom are part of a tight-knit Korean-American community of manufacturers and vendors that dominate the garment industry in Los Angeles, have been accused of underpaying their workers.
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The Distribution
fast;[1]While it takes a designer like Marc Jacobs or Michael Kors several months to get clothes into stores after their debut on the
runwayss, Forever 21 delivers interpretations of the same looks within six weeks.[2] Forever 21 store might turn over 20 percent of its
merchandise in a week, which could be twice as much as most apparel retailers.
trendy;The chain says it employs no designers, “just very savvy designer merchants,” Ms. Boisset said. Although these merchants’ skills
are at the heart of Forever 21’s success in offering shoppers faithful adaptations of runway hits, the company declined to make them available
for an interview.
chip;From their fluid cut and noodle straps to the floral panel running down their fronts, the dresses were almost identical. The Foley &
Corinna dress sells for more than $400, the copy for about $40.

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화제거리 &. 사회 여론
2007,Documentary
Made in L.A. is a 2007 documentary film that tells the story of three
Latina immigrants as they wage a battle against their employer, a Los
Angeles garment factory. And is an Emmy award-winning feature
documentary (70 min) that follows the remarkable story of three Latina
immigrants working in Los Angeles garment sweatshops as they
embark on a three-year odyssey to win basic labor protections from
trendy clothing retailer Forever 21. In intimate observational style,
Made in L.A. reveals the impact of the struggle on each woman’s life as
they are gradually transformed by the experience. Compelling,
humorous, deeply human, Made in L.A. is a story about immigration,
the power of unity, and the courage it takes to find your voice.
These three women, along with other immigrant workers, come together at L.A.'s
Garment Worker Center to take a stand for their rights. Against all odds, these
seemingly defenseless workers launch a very public challenge (a lawsuit and a
boycott) to one of the city's flagship clothiers, calling attention to the dark side of low-
wage labor north of the U.S.-Mexico border and revealing the social fault lines of the
new globalization.
As seen through the eyes of María, Maura, and Lupe, the workers' struggle for basic
economic justice and personal dignity yields hope and growth, but it is also fraught
with disappointments and dangers. As the campaign drags on through three long
years, meetings at the Garment Worker Center become more contentious and the
women undergo dramatic moments of conflict and discouragement. But then the
story takes a surprising turn, and the three women find the strength and resources to
continue their struggle.
For Lupe, Maura and María, the long campaign is a turning point from victimization
to empowerment, and each makes life-changing decisions that they never could
have envisioned. Overlooking the city of Hong Kong, where she has traveled after
she's hired as an organizer, Lupe reflects on her journey: The more I learn, the
lonelier I feel. Ignorance somehow protects you. But then I say, I've come this far,
and nothing can take that away from me. http:www.madeinla.com/about
In September 2001, the Asian Pacific American Legal Center and the newly createdIn September 2001, the Asian Pacific American Legal Center and the newly created
Garment Worker Center filed suit against Forever 21 on behalf of 19 workers, allegingGarment Worker Center filed suit against Forever 21 on behalf of 19 workers, alleging
unfair business practices and wage violations. The workers were sewing at sevenunfair business practices and wage violations. The workers were sewing at seven
different small factories--they called them sweatshops--that had all been contracted todifferent small factories--they called them sweatshops--that had all been contracted to
produce garments for Forever 21. This was just a few years after some 70 Thaiproduce garments for Forever 21. This was just a few years after some 70 Thai
garment workers had been freed from near-slave conditions in El Monte, Calif. Juliegarment workers had been freed from near-slave conditions in El Monte, Calif. Julie
Su, the lawyer who won the women a $4 million settlement and legal status (and laterSu, the lawyer who won the women a $4 million settlement and legal status (and later
a MacArthur "genius" award for herself), was the lead attorney in the case againsta MacArthur "genius" award for herself), was the lead attorney in the case against
Forever 21.Forever 21.
In 2004, under pressure from PETA, Forever 21 agreed
to stop selling clothing made with animal fur.
…그래서 여기까지 제
제질문이구요 . 트랜디
하면서도 크레이티브
한 의상과 액세서리들
은 어떻게 평균 값은
한국돈 2 만원 밖에 안
해 판매할 수 있을까 ?
그의 회사의 경쟁력이
무엇인가 ?

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-Forever 21 Opens New York’s Largest Clothing Store
While.......
-The End-

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Issues
designers and brands copyright lawsuits
Twelve by Twelve Line Discontinued (knockoff luxury)
worker rights issues in California,Movie Made in LA complaints
from shoppers(Bible Passage)

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2011.12.07
Fashion Marketing
by Lei Yuling
−2 차−
Konkuk University

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FOREVER21
Contents
About Forever 21
Targets
Forever21 SWOT
Forever21 Strategy
Promotions
History

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ALL About Forever 21.The Mysteries

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ALL About Forever 21.
1981
(year)
American Dream
1984
Fashion 21
QuickTime™ and aGIF decompressorare needed to see this picture.
1999
Forever21
2009
Globe
2010
456!
2011
Forbes
54

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Targets
by Executive Vice Present Larry Meyer
Core:
young
consumers,pr
edominantly
teenage girls
and women
below 25
age
✔ Wide Target
Demographic
✔ Wide Product Range
(8 different brands)
✔ Varying Tastes

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Store
Atmosphere store-in-store
treasure hunt
heighten glamour
fun
&.playful

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bible passage John 3:16
중교극단자
문제점
fake and hypercritical
①
②
Shopping Bag
religion in business
People Who Make Hiring Decisions
Based on Someone’s Belief

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From Copying Designers⎯Collaborating with Designers
on Regular Basis
50! Times
Marketing
Strategy

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Brian Lichtenberg 2010 Aug.
Petro Zillia 2011
Rory Beca 2011 March Nov.
$5.8~$32.8!!
Marketing
Strategy collaboration
with
designers
The 12-style Collection
Alex & Chole 2011 Dec.
12 -piece jewelry collection
Holiday Hello Kitty
Courtesy Forever 21

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Hollywood Fave
Brian Lichtenberg
LA Style
The 12-style Collection:
graphic t-shirts and tanks
Best Known For Caution-Tape Outfit
in Lady Gaga’s “telephone”

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Hollywood Fave
Brian Lichtenberg
LA Style
⩽ $15
150,000~200,000

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Petro Zillia
Brightly Color
&.
Fun

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Rory Beca
Hello Kitty
Key Words:
Laid-back Aesthetic
the most expensive item is just
$27.80
inspired by Studio 54’s
disco glam moment
QuickTime™ and a
mpeg4 decompressor
are needed to see this picture.

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Alex&Chole
12 -piece jewelry collection ⩽ $16

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Marketing
Strategy One for One 착한 소비문화
QuickTime™ and a
mpeg4 decompressor
아이를 돕기 위한 BBBS tee 를 사실 때 $1 기부하는 자선 사업입니다 .StarLight 아동 교육 자금 설립 기구입니다 .동물보호을 위해서 설립하는 자금

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Marketing
Strategy
Extent Market
and Sub-brands
Forever21 enters Beauty&.Home Markets
Extend potential Customers

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SWOT
Strength
eye-popping Price Varying/Deep
Merchandises
Speed
⚇ with Internet technology supply
chain reduced
Trendy
Wide Demographic Multi Channel
❘ ❘ ❘ ❘
❘ ❘ ❘ Store VMD
❘
❘
방문횟수증가
One-Stop Shopping system
QuickTime™ and a
mpeg4 decompressor
빠른 제품주기
저렴한 가격

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cheap price
using sweatshops,large quantity,
varying and deep assortments
currently 7 mark
labels,men,women,kids,shoes,accessories
wide customer targets
men,women,kids,from under 18,18-25,over25
speed fast
reduce the supply process by using Internet
Technology(within 45days)
trendy
fashion collection and designers’
knockoffs,conpentory fashion
multi-channel promotions
SNS interactions,blogs and Internet malls(all time
sale)
store visual display
increase the hedonic of shopping experience,remarkable brand
identity(also saving money from other advertising )
SWOT
Strength
7

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SWOT
Weakness
sweat factory
image
religion
business issue
design
copyright
The challenge of pulling
off its credibly.
bottom price maximum profit
(who are
degrading
overworking
underpaying)
company image/credibly
Low Quality
Forever 21’s merchandises are
cheap but don’t expect them to
last forever..
Teeny (Small)
☓
products
lifecycle’s
short
착취 적자권위반

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Promotion Free Shipping on orders over $21
Yellow Tag Deals
E-Commerce Sale
One plus One
Daily Special

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sweat factory
image
more ethic
in turn
fair trade
design
copyright
Hire designers and
collaborate with
designers
as #1 goal
Good Quality
Low Quality
improve Product’s lifecycle
come under scrutiny from designers for copying their styles
改改 전략제언

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학술논문
Experiment retailing
Kathryn Finney
TheBudgetFashionista.com
Forbes.com
vmsd.com
KoreaTimes.com
Forever21.com
wikipedia
Internet Comments
Thank you for listening.
by Lei Yuling
참고자료
References
-End-

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Pricing
quantity
definitely
triumphs over
quality;
vd`wvgt
Ë
axvhsdvv
$5~$25

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Forever21 Fast Fashion Budget Fashion
No Patterns or Designers

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Market
Strategy
offers customers an interactive online
lifestyle guide

Forever21

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