Chapter 5: Developing a Global Vision

Times Square NYC

Forever21 is globalizing themselves all around the world. They have now stores in not in just United States, 

but also Puerto Rico, Canada, Europe, Asia, Latin America, and the Middle East. In 2005, Forever 21 was operating over 355 locations nationwide. As of today, Forever21 now has stores over 480 in 26 countries. Forever21 is increasing its numbers of stores every year and are becoming more international by entering several new markets, such as Scotland, and a lot more stores n England.

Stores are also due to open in 2011-13 in the following locations in Europe:

 ·  Westfield Stratford City

·  Lakeside Shopping Centre - in a store currently occupied by Topshop and Topman, which are relocating

·  Blue water - in a store currently occupied by W H Smith

·  Liverpool One

·  Buchanan Street, Glasgow - as a key store in a major new retail development

·  Metro Centre in Gates head

·  The Trafford Centre in Trafford, Manchester

·  West Quay Shopping Centre in Southampton

Tokyo, Japan

 

Forever21 has a global marketing approach. The stores design and decorations within United States and other countries are pretty much look alike but the names are different. Current store operating formats are Forever 21, XXI Forever and Heritage 1981. The stores are standardized by keeping the same atmosphere throughout the store. Forever 21’s merchandise does not have uniform specifications, quality, patterns or even sizes; these details vary by supplier

 

Every forever21 stores launch all new products the same time, especially new campaigns in the company worldwide.

They make all of their clothes in their factories. And some are purchased at wholesale factories in Los Angeles which they take their tags off and sew their tags on. Up to 30 percent of the store's offerings are still made in Southern California. One Los Angeles factory worker told Bloomberg BusinessWeek she was paid 12 cents a piece to sew vests that sell for $13.80. It would take 67 vests an hour to earn $8 minimum wage. (http://articles.businessinsider.com/2012-02-27/strategy/31103150_1_cheap-labor-child-labor-factories#ixzz2850ixKpr).