Advertising, Public Relations and Sales Promotion

Forever 21 has a great way to advertise their products. They tend to put their "New Arrivals" on magazines, on the Forever 21 website, posters, website ads, blogs, videos, updates on their Facebook page, etc. They also have fashion shows which promotes and introduces the customers to their new products. For example, the company had a big Runways show in "America's Next Top Model Cycle 18 Finale". America's Next Top Model is a very popular show, hosted by one of the super model in America, Tyra Bangs. It was a big shout-out for the company because, almost all girls know about this show. 

The customers' attitude towards the promotions and ads are based on how well the trends effect the public. If the trend is popular, then Forever 21 consider having the style in their stores. The company tend to study the public very often. They are always updating their stores with the popular and new trends. Forever 21 spreads their ads and, promote their products Fashion Shows. They do not have ads on the Television yet. However the internet gets them customers. As the company's motto is, "Always changing and always in style". Therefore, the company is always promoting and creating ads for their products. 

Marketing Channels and Retailing

Forever 21 is a retailer of women's and men's clothing and accessories. It is very famous among teens and young adults in North America. The company is always improving by many techniques. For example, by making the store available online and  promoting two mobile apps for the holiday season in 2012. "We want to blur the boundaries between fashion and technology,” said Linda Chang. She is Global Marketing Director for Forever 21. The apps are available for download on iPhones and iPads.
Forever 21 is a very successful retailer which makes their profit by selling cheap cloths. However, their is a secret which many people don't know how they are selling such cloths in affordable price. Forever 21 makes their cloths from India and China where the labor cost is very cheap. The company hires school kids who barely knows their employee rights. "A recent class-action lawsuit claims that many of the chain's in-store employees are minimum-wage high-school workers, who don't understand their employee rights. The suit alleges that the company "systematically failed to pay them for hours worked," making them work off the clock and denying meal breaks" (Huffington 1).

The marketing channels for consumer production:
Forever 21 gets their goods from the producers in China and India. However, sometimes they get the goods from the wholesalers as well. The goods that they get from the wholesalers are not made by forever 21. Those goods has different stickers. So Forever 21 just tear off the previous sticker and attach their stickers on the clothing and claim it theirs.
 Forever 21 has many ways to reach to their customers. They make the cloths cheaper and made the stores available from anywhere in the world by the online store. 

Consumer Decision Making

Based on the MKTG text book "Consumer Behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or service"(Lamb 80). Consumer decisions depend on how the company offer their goods to the customers. The customers make decision based on several factors. For example, by advertisements, promotions, sales, price, and good costumer service. One way a company can increase their sell is by researching the market and beware of their competitions. Most  teen and young adult girl knows about and most likely shops at Forever 21. This store has made been successful with young women and girls with their up to date trends, fashions and with their low prices. It creates it easier for teens to keep up with trends at school and not spend all their money on outfits.Forever 21 is a very popular store that can afford such low prices because they have a lot of consumers who are faithful and will continue to shop there. Forever 21 mission is to continue providing the customers with latest trends in their merchandise. 

Even when Forever 21 is doing great on the market and almost satisfying their customers, they still have few problems. For example sometimes, customers find the good "Out of Stock", New Products, New want/need, etc. Customers are never loyal to any company. They tent to look for better quality with cheaper price. Sometimes customers look for alternatives in other retailers to see if the price is lower then Forever 21. However, Forever 21 has the best tricks to make their customers loyal by giving them best quality of goods in an affordable price. 

Developing a Global Vision

Forever 21 is one of the fastest-growing retailers in the United States. It is known for its trendy and affordable fashions. Most items cost between $5 and $40. This retailers didn't only grow nationwide but it grew worldwide throughout the years. Forever 21 is spread out in the World including, Canada, South America, Europe, Asia and the Middle East. Forever 21 has more than 400 stores in the United States, Philippines, Canada, Singapore, Indonesia, Malaysia, United Arab Emirates, Jordan, Oman, Kuwait, Saudi Arabia, Behrain, China, Thailand, and South Kore. Forever 21 is spreading their stores every year and they are becoming one of the largest retailer in the world by entering several markets. For example, Forever 21 is inspired by the American, European and Asian clothing, therefore they bring all those culture together in their clothing. This mixture of culture keeps people interested in their styles and trends. 

 

Forever 21 has taken over malls across the world with its inventory of trendy clothes at affordable price. The stores design and decorations within United States and other countries are almost same but the names are different in many countries. Current store which are operating, named as Forever 21, XXI Forever or XXI. The stores mostly keep the same atmosphere throughout the U.S and the world. Every forever21 stores launch all new products at the same time, especially new campaigns in the company worldwide.

They make all of their clothes in their factories which are mostly located in China, Vietnam and India. Also some cloths are purchased at wholesale factories in Los Angeles, which they take their tags off and sew their tags on. 

Even when Forever 21 is copying designs, what makes shoppers pick forever 21? 

- New Trends
- Reasonable prices
- Option for online Shopping 
- Varieties of style to choose from
- Clothing, Shoes and Accessories all in one store.

The Marketing Environment

Forever 21 is becoming a sensation among teens and young adults shoppers. Their target is to bring fashion to every ethnic groups. Based on the marketing text book, A target market is a group of customers that the business has decided to aim to sell their products. Every company needs to have a target market and strategies to sell their products. According to an article in Marketing Week UK, MaryLou Costa stated that Forever 21 is the most fastest growing fashion business. "Its strategy is based on speed. What is in store today may not be seen tomorrow, as Forever 21 has new product lines delivered seven days a week and old stock is not replenished" (Costa 1). As you can see, Forever 21 is always keep updating their stores with new trends which keep the customers interested.


Besides stores, Forever 21 has created their website for online shoppers. Most women work in the United States, which means women starting to have more wants and needs. Due to multitasking, women and men don’t really have enough time to stop by places. Therefore, the Forever 21 website is also popular for those who are busy. Forever21 is mostly made for women but recently they have starting to bring out men and children’s clothing. Even though they have collections for men and kids, Forever 21 is still famous among women. Based on the market today, Forever 21 has 78% of women shoppers and 22% others. 

Forever 21 has shoppers from every ethnic groups including Caucasians, African Americans, Asians, and Hispanics. These people have a desire to keep up with the current trends, but also wish to stay on a budget.The reasons why people choose Forever 21 are, the clothing are affordable, Online shopping is available to everyone , and current trend are coming in every week.

Ethics and Social Responsibility

Ethics is also known as moral principles. It is described as the right and wrong choices that are accepted by our society. Ethics the right choices or decisions that are accepted by us humans. It is more like the law and regulations that keeps our society safe. A business's decisions must be ethical in order to operate in our society. There is a guideline for every business to operate ethically. For example, "the code of ethics" which are the written laws and regulations followed by many business.

Forever 21 is a very successful company. They succeed only because of their right choices to satisfy the customers and operate business ethically. They take care of their customers and also their employees. Forever 21 has employees all over the world, including USA, Europe, and Asia. 

Being a small company, Forever 21 imports their merchandise from overseas. Mostly they get their clothing and all accessories made from China, Vietnam, and India. Forever 21 has hundreds of employees manufacturing goods in many garments factories. They want all of these employees to work in safe and healthy environments. Also to provide products to the consumer safely, which are made by such employees. Forever 21 not only created jobs worldwide but it also donated money to the charities. In 2011, forever 21 donated 9.5 million dollars to many charities around the world. The company is also trying it's best to help out environment in many ways. For example, they are importing their goods by seas instead of airplanes, which reduce the release of carbon in the air. Their new stores are using energy saving lighting systems to cut down on the energy usage and they also recycle all shipment boxes at daily bases.