Forever21 was founded in Los Angeles in 1984 as Fashion 21. In the UK it is set to compete against the likes of Urban Outfitters H&M, Gap, Mango and New Look. This means that they need to be very efficient with their products and have a good forecast of demand in order to not to get behind the other brands. Forever21 adresses both youth and middle-aged female, who are searching for an outfit which is both cheap, chic and new fashion. They’re not as common as Zara(which is known as “fast fashion” and having high amount of variety), that’s why, they need forecasts which are likely estimated instead of likelyhood of the error and they need to solve their interfunction conflicts within the company or between the marketing and supply chain, to improve and increase their profits.
In this article, it’s seen that they’re launching some website to start online shopping, which allows more customers to learn and inform about the new comers. They’re also going to open some stores in the UK and it seems that it’s going to be a threat for other brands (especailly for Urbanoutfitters, as forever21 is cheaper than them and almost have the same style) as they’re expected to attract most of the customers.
In other words, if Forever21 continues growing and developping as time passes, it’s possible that they’re going to be a part of the highly competitive market very soon.
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