Forever 21 is the brand name of the fifth largest retailer in the United States, specializing in the manufacture and marketing of fashion clothing. Its founders are a South Korean couple resident in E.E.U.U, Mr. Do Won Chang and his wife Jin Sook and the opening of the first store was held on April 21, 1984, in Los Angeles, California, under the name of Fashion 21.
Fashion 21 marked the beginning of a millionaire story in the world of retail clothing, at low cost. This first store still exists and maintains its original name. The daughters of the couple joined the family business later, Linda Chang leading the marketing department and Esther Chang in charge of the design.
The creator of the brand and CEO of the company, Mr. Do Won Chang, says that observing the luxury cars owned by the owners of the stores was what motivated him to take an interest in the business of selling clothes. What began as a small store, today represents one of the fashion firms that millions of more invoices a year in the United States, so that Forbes magazine included it in the list of largest private companies in America.
During the first year, the business figures reached $ 700,000, so Mr. Chang outlined the plan to open stores every 6 months, and he also changed the name of the brand to Forever 21. Currently, about 75 stores are opened each year and the franchise has a presence on all continents, with the exception of Antarctica. In 1995 they opened the first store outside of California, in Miami; and in 2003 they create the online store.
The style of clothing offered by Forever 21 is casual, both for day to day and for special occasions, shirts, pants, shorts, dresses, skirts, swimsuits, among others, but also accessories, shoes, jewelry, handbags, and sunglasses, all at affordable prices. The style of the stores in the US is inspired by the “California Girl” who enjoys summer, sun, and beach, but in the rest of the world, the stores adapt to the fashion of the country where they are.
Although Forever21 is primarily aimed at a young audience, it is not exclusive. The brand has several lines that are designed to reach a wider audience, such as Forever21 + (designs in large sizes), Love21 (designs a little more formal for ladies over 21), Forever21 Girls (for a female teen audience) and 21Men (for gentlemen). On the other hand, the XXI Forever is the flagship stores of the brand, the largest (that exceed 7000mts 2) and For Love21 are the boutique style specialized in accessories and makeup.
The Chang family is Christian, which is why in all the bags of the store where the purchases are delivered, it is printed in the bottom part, the verse of the Bible John 3:16 “Because God so loved to the world, which he has given to his only Son, so that everyone who believes in him may not be lost, but may have eternal life”