Forever 21 is an American clothing retailers with branches in the United States, Canada, Ireland, Singapore, Indonesia, Malaysia, Thailand, China, S.Korea, Japan, Philippines, UK and 7 other countries offering fashion and accessories for young people.
The chain, originally known as Fashion 21, was founded in Los Angeles, California in 1984 by South Korean Dong-Won Chang and his wife, Jin Sook. Trendy designs were targeted to the Korean-American community. However, people from many other ethnicities began noticing the trend-setting fashion designs, and the store became increasingly popular. By the end of the first year, sales had risen from $35,000 to $700,000. Fashion 21 eventually expanded at the rate of a new store every six months and changed the Fashion 21 brand name to Forever 21. Adding new stores every six months, Forever 21 had reached a total of 40 stores by 1997. Read more about the Fast fashion empire here. The brand is also active in collaborating with other brands (Disney) or designers. Recently, they have put out a collection with Rory Beca (March 4th, 2011) and Petro Zillia (February 11th, 2011)
Did it create buzz?
Did it create buzz?
Because the brand targets young people, its social media presence is extremely important. They are doing an excellent job to stay updated on twitter, Facebook, blog (Fashion, Tunes, Tweets, & News), and the online store.
On Twitter:
140,000 followers
On Facebook:
4 Million fans
200-350 Likes, 25 comments
3 posts per day
On their website:
On The Skinny (the blog):
On Twitter:
On Facebook:
3 posts per day
On their website:
- Forever 21: main and original store carrying women's clothing, accessories, swimwear, lingerie, and shoes.
- XXI Forever: flagship high square footage store carrying merchandise from all store formats.
- Heritage1981: offshoot format store carrying vintage inspired clothing, accessories, et cetera.
- For Love21: Accessory store.
- Twelve by Twelve: Upscale Los Angeles couture inspired clothing.
- Forever 21+: formerly named faith 21, is Women's clothing in extended sizes
- Love21: Contemporary line for women
- Forever 21 Twist: An exclusive limited edition collection, launching a new theme 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 Up, I Love Nerds, Street Chic, and Boy Meets Girl.
- Forever 21 girls: formerly HTG81 Kid format equivalent to the Forever 21 adult line.
- 21Men: Formerly named Heritage1981 Mens, is the mens portion of clothes from the former Heritage1981 mens line.
The fast-growing retailer operates more than 450 stores under the Forever 21, XXI Forever, ForLove 21, and Heritage 1981 banners in the US, Canada, and a dozen Asian countries, as well as an e-commerce site. The chain, which helped to pioneer fast fashion, offers cheap and chic apparel and accessories for women, men, teens, and kids. It also carries women's footwear, lingerie, and cosmetics. (Yahoo Finance)
-working conditions and payroll
-accused of infringing on designs from other fashion brands. (Read more here)
How?
Addictomatic
Twitter Search
Other bloggers:
I like what you're wearing
Hit it or Quit it
Little girl Big closet
Budget babe
(Future of groundswell, Wine company example)
Hit it or Quit it
Little girl Big closet
Budget babe
Groundswell, Re-blogging, Creating Buzz
Trends:
Profile of customers
Importance of online store
Twitter search
Photo search
Look Book for forever 21
Things I have learned:
Reach young customers through social media
Energize the online community to talk about the products
Fashion bloggers are re-posting information
Word of mouth
Campaign with designers are not particularly effective, quality issues?
Excited customers, allows creativity
Developed online platforms
Updated all the time
Trends:
Profile of customers
Importance of online store
Generally positive
Industry specific, no troubleshoot or crisis management
Look Book for forever 21
(Lego case)
Things I have learned:
Reach young customers through social media
Energize the online community to talk about the products
Fashion bloggers are re-posting information
Word of mouth
Campaign with designers are not particularly effective, quality issues?
Excited customers, allows creativity
Developed online platforms
Updated all the time
Forever 21 is clearly doing a great job of reaching their young target audience by using Facebook, Twitter, as well as blogs. They have had so much success just in the past few years, largely due to their huge social media presence. They definitely know what they're doing!
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