RUNNING HEAD: FOREVER 21 COMPETITIVE ANALYSIS
Forever 21 Competitive Analysis
Capella University
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RUNNING HEAD: FOREVER 21 COMPETITIVE ANALYSIS
Executive Summary
Forever 21 is a direct competitor for Charlotte Russe as they sell similar fast fashion at
value price points like Charlotte Russe. The advantages that Forever 21 has are their brand
collaborations, popular models/ brand ambassadors, male merchandise, prime locations, and
rapid global logistics. Both a SWOT analysis and competitive analysis chart graphic is included
for illustration of research on Forever 21 and Charlotte Russe. Also, reviews from customers are
included about preferred qualities of both brands. This competitive analysis will provide insight
on the various factors as to why Forever 21 is a prime example of a leading global force and how
their company can be used as a blueprint for their competitors such as Charlotte Russe to
progress.
Company Profile
Forever 21 is the 5
th
largest specialty retailer in the United States. They sell apparel for
women, children, and men. Not only do they sell clothing, but they also sell shoes, accessories,
and beauty cosmetics throughout the U.S., Canada, Europe, Africa, Oceania, and across Asia.
Their Headquarters is located in Los Angeles, California and is the site of California’s 3
rd
largest
solar power installation according to their webpage. Forever 21 is owned and was founded by Do
Won Chang and his wife Jin Sook Chang in 1984, and it remains a private family-owned
business. The Chang's have sustained their business by capitalizing on wholesale closeouts. Their
goal was to bring new fashions to the working masses at low costs. They bought merchandise for
cheap and hit $700,000 in first-year sales which, prompted them to open a new store every six
months. The average Forever 21 store is 38,000 square feet, the largest is approximately 162,000
square feet, and the first Fashion 21 store is only 900 square (Forever21.com). Forever 21 is now
worth $4 billion with some 790 stores spanning 48 countries per Forbes.
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RUNNING HEAD: FOREVER 21 COMPETITIVE ANALYSIS
Furthermore, the Forever 21 brand is divided into eight sub-brands according to style.
They are all housed and can be found at all Forever 21 locations as well as online. The sub-
brands include the following:
XXI Forever- Main Forever 21 Line
Forever21 Girls- Children’s Line for girls
Love21 Contemporary- Contemporary Line for women over the age of 21
Forever 21+- Line for plus size consumers
21Men- Line for men
For Love21- Line for accessories such as shoes, jewelry, handbags, cosmetics,
and more.
