Forever 21 is an American fast fashion retailer chain based in Los Angeles, California.

Do Won Chang and Jin Sook Chang, a husband and wife team from South Korea,
opened the first Fashion 21 store in Los Angeles on April16, 1984. Forever 21 is
renowned for its fashionable clothes and low prices. Women's cosmetics, beauty items,
home goods, and clothes for women, men, and children are all sold by the company.
SWOT Analysis of Forever 21
Strengths
 Keeping up with trends- Forever 21 has made its name that is constantly on
trend, and as a result, it always has the latest trends in all categories for its
customers. Forever 21's greatest asset is that it is the first to introduce hot new
fashion trends.
 Something different every day- Forever 21 places a high value on creativity, and
a loyal shopper can always find something new in the store. This takes the
frustration out of shopping for clothes and makes Forever 21 a popular choice
among its customers.

Weaknesses
 Excessive concentration on teenagers- The business has always been marketed
as a young brand, right down to its name. Because of the brand's over-
association with teenagers and young adults, older buyers are hesitant to
purchase clothing from forever 21, which may become a risk for the company.
 Lack in online platforms.
Opportunities
 Growing pressure on young people to follow trends- In an urban environment, the
young adult is not only dependent on trends, but is often required to dress in
accordance with them, owing to social pressure to follow fashion norms. This is a
big opportunity for a fashion brand like Forever 21, which focuses on fashionable
clothes.
 Personalisation Clothing- People those days would buy any dress that was
comfortable. People, especially in higher-end clothing brands, are often cautious
to ensure that they stand out from the crowd, implying that wardrobe
personalization will become increasingly important in the future.
Threats
 Economic Crisis- As a result of the recession, people will be less willing to spend
money on non-essential goods, and luxury clothing companies will see a
significant drop in sales.
 Some threats for the Forever 21 worldwide are Zara, H&M, Wet Seal, Urban
Outfitters, Guess, and Deb.
Insights and Recommendation
 Forever 21 should make its goods environmentally friendly while maintaining
a reasonable price point so that we can continue to buy their fashion pieces
without feeling guilty now that we are aware of the environmental impact. In
addition, if they want to recover their global footprint, they must spend more in
online shopping sites, as most working adults do not have enough time to visit
physical stores.