Forever 21 Marketing Mix

Rtl Mgt – BMM0509
Moya, Pherlouie C. Score:
Assignment #002 Title: Retail Marketing Strategy

Celebrated by many style conscious and trend-savvy shoppers, Forever 21 has quickly become the source for the most current fashions at the greatest value. Forever 21 is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make your look come together at the right price. A phenomenon in the fashion world, Forever 21 provides shoppers with an unprecedented selection of today's fashions, always changing and always in style. Analysts Lorraine Hutchinson, Paul Alexander, and Jessica A. Lebo at Bank of America warned that competitors need to start paying attention to the privately-held retailer right now. They declared Forever 21 "the most transformative retail concept" in a note to clients. "Forever 21 is becoming too big for the specialty retailers to ignore," the analysts wrote. "At this size, rapid growth could have ripple effects on the other retailers as Forever 21 takes more shares." Forever 21 is expanding its customer base — Forever 21 is becoming a fashion department store that caters to all members of the family — not just teens. That means a broader set of customers are being gobbled up by the retailer as it releases new lines targeting men and older demographics. Yet, at its core, Forever 21 still has a similar target as the big teen retailers – 18- to 24-year-olds. There are five sections inside the store filled with affordable fashion items: Forever 21 (vibrant basics, neutral closet staples, resort wear and athletic pieces), Twelve by Twelve (cocktail chic and evening glam), Heritage 1981 (classic basics and vintage-inspired designs), Love 21 (preppie with a twist), and 21 Men (classic, casual and urban clothes for men of all ages).Outline of the Marketing Strategy of Forever 21 (4P’s of MARKETING)PRODUCT - Forever 21 is a clothing and accessories...