FOREVER 21 Ethical Issues

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INTRODUCTION
“Companies in the fashion industry are constantly wrestling with various ethical issues. There seems to be no limit on the emerging situations that present ethical dilemmas in the industry.” (Hillery, J. L., & Paulins, V. A., 2009, p. 18)

FOREVER 21
PROGENY
FOREVER 21 is an American fast-fashion retailer based in Los Angeles, California. (Project Just, 2017) It is the 5th largest specialty retailer in the United States (FOREVER 21, 2017.) and is a private retailer that is trend-focused rather than brand-focused. FOREVER 21 manufactures of-the-moment pieces incredibly fast. This makes the company a key brand when shopping for fast-fashion. (Project Just, 2017)

TARGET AUDIENCE
FOREVER 21’s lack of specific branding maximizes their …show more content…
Particularly in relation to animal welfare as they have established a permanent fur-free policy in 2004 and a permanent ban on Angora (rabbit hair) in 2014. (FOREVER 21, 2017.) FOREVER 21 is a signatory on the Responsible Sourcing Network’s Cotton Pledge which commits to not knowingly source cotton from Uzbekistan from 2016 onwards (Sourcing Network, 2017) they also claim to have committed to the issue from 2013 when they worked to ensure that none of their third-party vendors knowingly source Uzbekistan cotton. (FOREVER 21, 2017.) Despite the positives FOREVER 21 still has issues particularly with transparency in their material sourcing as they do not publicly disclose their suppliers names, addresses or countries and do not annually report on their sustainability practices, progress or improvements to environmental or social conditions within their supply chain. There is also a lack of information in relation to the brand’s monitoring of environmental practices in the supply chain and any policies that limit the use hazardous chemicals. (Project Just, …show more content…
All other garments are produced in the United States by responsible manufacturing partners or abroad with the use of both sustainable methods and materials. Their mission is to lead and inspire a sustainable way to be fashionable. They source sustainable fabrics as well as vintage garments whilst also, incorporating better practices and policies within their supply chain in order to create beautiful styles at a fraction of the environmental impact that conventional fashion has. (Reformation,

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