Product Concepts

Forever 21 is one of the fast fashion retailer which is expanding around the globe. They are increasing product lines and opening up new stores every year. Forever 21 has a good collection of clothing, accessories, shoes and bags. Recently, Forever 21 is also selling beauty products in their stores. The retailer usually sell most of their products at a low price. Therefore, the quality of the products are not of a high standard. They do not have a brand name for their products. The retailer tend to make their products in China or India. Also, they buy some of their products from wholesalers in California and attach their Forever 21 tags to them. The retailer does not have any personal style because, they bring the runway designs to their stores by copying the designs. Forever 21 sells their products at a affordable price, and to continue to do that, they copy the designer's original designs with cheap materials to sell the products at a low price. "Forever 21 has faced more than 50 copyright lawsuits for allegedly stealing the work of designers, ranging from Anna Sui to smaller independent designers like Trovata, most of which have been settled out of court, according to a Jezebel report" (Business Insider). 

Even though Forever 21 sells all kinds of clothing and do not have a brand, they do have a trademark. The trademark is used to represent that the products are sold under their company. "FOREVER21 is a registered trademark, service mark, and/or trade name of Forever21 retailer"(Forever21.com). The trademark separate their products from other retailers such as H&M, Papaya, etc. Forever 21 does not have generic product name for their products. Generic product name means to identify a product by its quality or type and not by trademark. Forever 21 has similar products as the other competing retailers but, the only thing that people tend to shop from Forever 21 is because their products are cheaper than the other retailers. The product concept for this company is to make their product cheaper for the customers by providing products that are not of a high standard quality.