This line focuses on popular designs specific to the emerging pre-teen market and sizes. Love21 Contemporary: A contemporary line for women offered at the same price point as the rest of the Forever 21 brands. This line is aimed at buyers aged over 21 allowing them to continue staying up-to-date on the latest trends while remaining age appropriate. This line allows more curvaceous women to wear the same clothes as the rest of Forever 21 shoppers at the same price point.
Gadzooks: Acquired by Forever 21 in The clothing line sells casual clothing, accessories and shoes for 16 to 22 year old women. The designs follow the female models in the other Forever 21 stores of remaining on point and up to date with current male fashion trends.
Heritage This particular line is an attempt by the brand to penetrate the mid-market of consumers. With a more urban feel, this line lends itself to competing less with the big name fashion houses and their designs, but what one would find at Urban Outfitters. Forever 21 Red: Launched in , this brand extension caters to the price-conscious and focuses on selling core groups of clothing compared to the huge number of styles in the other lines.
The brand offers a wide variety of Korean beauty, natural skincare, sparkly makeup from both understated and established brands, an impressive assortment of hair care, and candy, small accessories, and whimsical home goods — an important point of differentiation from other beauty stores.
The first Riley Rose store opened in Los Angeles in October , followed by another 11 stores which opened in March across the U.
The brand is targeted specifically for millennials and Gen Z consumers, as seen from the brightly lit store, pink colour theme and spaces designed for taking photos and sharing on social media.
Riley Rose has also launched an e-shop as of February The large and often overwhelmingly over-sized Forever 21 stores are already present on almost every continent and continue to multiply in number.
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. Typically, mid-market competitors need three to six months to take an item from design to rack but for Forever 21, the cycle is reduced to weeks. Use of online and mobile technologies: Forever 21 launched their online shopping site early on, cognizant of the e-commerce trend that was booming during the early 21st century.
Today, a large proportion of its sales come from its website as it is able to reach a wider geography of consumers. This also results in reduced spend on the mass production of items that might not be popular with their target fashion customers, reaping twice the result from its marketing spend.
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. Retailer Forever 21 has been saved from bankruptcy by three buyers who want to expand internationally.
Forever 21 filed for bankruptcy last September as losses mounted from its international locations. As part of its revamp, it plans to launch new lines of jewellery, footwear and handbags. The fashion retailer is also looking for a new chief executive to drive the company forward. Its three owners want to work with new and existing partners to expand in Europe, the Middle East and South East Asia, along with China.
With a revenue of almost three billion U. While the clothing company had a number of stores in Canada, it had many more in the United States one year earlier: in , the company operated stores throughout the United States.
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