Forever 21 Marketing Strategy

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Comparison of two fashion brands marketing strategies. -Forever 21 and Hennes & Mauritz AB (H&M). Fast fashion retail brands. The philosophy of quick manufacturing at an affordable price is used in large retailers such as Forever21 and H&M. This philosophy is known as ‘Fast Fashion Retailing’ and marketing is one of the key drivers for this philosophy as it creates the desire and want for the consumption of new designs that come into the market to the point of production. Forever 21 did not have it the easy way onto becoming one of the most prestigious fast fashion retailing brands. “It all began in a 900 square ft. shop on Figueroa Street in Los Angeles on April 21, 1984. The store was called Fashion 21. By the end of the first year, sales had risen from $35,000 to $700,000.” The Founder, Don Won Chang reinvested his success by opening new stores every six months eventually changing the name to Forever 21. Forever21 has now become a mainstay in every budget stylista’s shopping arsenal. This retail giant has become popular among ladies very quickly and continues to become popular in the various new countries the stores open in. Forever 21 has now expanded into an international brand, with 480 stores worldwide that generates around $3Billion in sales every year. “The net worth of the brand has been estimated by Forbes to be $4+ billion.”-Martin Roll On the other hand, H&M has had a long journey too. From a single woman’s wear shop in Västerås, Sweden, to six different

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