FOREVER 21

● About Forever 21:

Forever 21 is one of the most recognized fashion brands based out of USA. One of
the largest retailer chain of United States, Forever 21 was founded in year 1984. It is
famous for its youth oriented fashion and apparel products. The biggest competitor
of Forever 21 are: H&M, Zara, Gap Inc, URBN and J. Crew etc.
● PRODUCT
Forever 21 is a popular fashion brand serving clothes for both men and women
across various age categories. Forever 21 has its presence globally with a diverse
portfolio of products in its marketing mix ranging from beauty products and
accessories to apparel for girls, men and women. The company caters adults, kids
and even toddlers as its target customers

Women-

● Dresses like tunic, t-shirt, party dresses, maxi, midi, mini, daywear and
shift
● Tops like crop, camis, graphic, vests, t-shirts, bodysuits, high necks, check
shirts, blouses and kimonos
● Jumpers and Cardigans include sweatshirts, hoodies, jumper dresses,
cropped jumpers, cardigans and jumpers
● Coats and Jackets section includes faux fur, bomber jackets, parka,
dusters, utility jackets, trench coats, blazers, leather look, denim, coats and
jackets
● Jeans like dungarees, flare, mid-rise, low-rise, skinny and bootcut
● Leggings and trousers section has leggings, joggers, wide leg, tailored and
skinny
● Shorts include denim, tailored and soft
● Jumpsuits , playsuits and dungarees
● Skirts include suede, faux leather, denim, a-line, skater, maxi, midi and
mini
● Lingerie like loungewear, robes, slips, pyjamas, briefs and bras

● PRICING
Customers can buy goods at a low price in Forever 21, because Forever 21 cut down its
cost by applying two methods: cheap labor and cheap design.
Market-oriented pricing: ( if competitors are pricing products at a lower price, Forever 21
should should price its products at a lower price)
The main competitor of Forever 21 is H&M, they both provide affordable prices and latest
styles to customers. When H&M manages to provide a lower price to customers, Forever 21
should take some measures to win customers.

Psychological pricing: ( price designed to have a positive psychological impact ）

Forever 21 often sells its products at $29.95 or $29.99, rather than $30.