Forever 21
Forever 21 is a chain of clothing retailers throughout the United States, offering inexpensive, trendy fashions and accessories for women, men and junior girls.
 | |
| Company type | Subsidiary |
|---|---|
| Industry | Apparel Stores |
| Founded | 1984 |
| Defunct | 2019  |
| Headquarters | Forever 21, Inc., Los Angeles, California, USA 90058[1] |
Key people | Do Won (Don) Chang, CEO |
| Website | www.forever21.com |
The chain, originally known as "Fashion 21", was founded in Los Angeles in 1984 by Korean-American Don Chang and his wife. The first store was located on Figueroa Street and was only 900 square feet. Fashion 21 became so successful that Chang and his wife were able to add a new store every six months. In 1989, the first Forever 21 store was placed in a mall and increased from its previous 900 to 5,000 square feet. Today, the company operates about 400 mainly mall-based U.S. stores in the U.S. and Canada under the Forever 21, Forever XXI, and For Love 21 names. Heritage 1981 and Gadzooks are also a part of the Forever 21 chain. Most of the retailer's apparel is private label and made in Southern California.[2]
Forever XXI stores are larger than classic Forever 21 shops and offer men's and women's fashions, as well as lingerie, footwear, cosmetic items, and other accessories. The chain released a line for young males called twenty one mens in 2006.
Like Wal-Mart, Forever 21 has eschewed the traditional $x.99 pricing, and instead set their prices in the form $x.80. Its clothes are priced 2% lower than its competitors. In addition, to compete with competitors, the website for Forever 21 has the option for online shopping. Customers can purchase additional items that may or may not be found in the physical stores. A new addition on this website has been a special section for Heritage 1981 - a part of the Forever 21 chain - that highlights their specific collection of clothing.
In November 2001, factory workers producing clothing for the company called for a store boycott until working conditions and payroll improved. The lawsuit was dropped when Forever 21 paid the workers' back wages.[3]
In 2004, under pressure from PETA, Forever 21 agreed to stop selling clothing made with animal fur.[4]
Designer Diane von Fürstenberg has filed a lawsuit against Forever 21 for duplicating her dress designs.[citation needed]
The store's trademark yellow shopping bags have the words John 3:16 printed on the bottom, a reflection of the owners' Christian faith.[5]
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