A Smart Step by Forever21
Forever 21, is a shop a popular clothing shop in the realm of young adults. The store sells fashion forward items in very affordable prices. When it first open in Jakarta a few years ago, it became one of the ‘it’ stores in the city.
Switching gears to Vancouver, as I am here for almost for two months now, I noticed that Forever21 uses a business strategy in terms of their business location. Forever 21 only have a single store in both in Jakarta and Vancouver.
Apparently they also have sub stores such as XXI Forever, Heritage1982, Gadzooks21, For Love21, Twelve by Twelve, Faith 21, Love21, HTG21, 21Men. Relating this to what I’ve learned in class, I noticed that this is actually a strategy of forever 21 to expand its target market. Since the original store, Forever 2, targets women and young adults, they open up other stores to expand its market. Judging from the name, it is pretty obvious that 21Men targets men consumers. Similarly to Twelve by Twelve, it’s a store that sells higher end of fashion trends almost like couture. Such sub store targets the upper class of women.
