Forever 21 Marketing Strategy

Marketing Strategies and Forever 21’s Success Forever 21 is a well-known American retail clothing branch. It makes a fabulous name for itself over the few years in the fashion industry.The most recent survey figured this company provided was/were in 2011 with 2.6 billion American dollars and the number of locations is 480 as of 2011(khkristine.weebly.com). Although marketing and advertising can have a great impact on a customer’s purchasing decisions, there are many psychological strategies that heavily influence consumer behavior. Thus, Forever 21 effectively applies interesting marketing strategies such as Point of View, Decompression Zone, Shopping Gender Gap, Destination Items which are mentioned in “The Science of Shopping” by Malcolm …show more content…
In Malcolm Gladwell’s reading, he defines Destination Items as “The trick there is to put “destination items”- basics, staples, things that people know you have and buy a lot of at the rear of the store. Gap stores, invariably, will have denim, which is a classic destination item for them, on the back wall. Many clothing stores also situate the cash/wrap and the fitting rooms in the rear of the store, to compel shoppers to walk back into Zone 3 or 4”(Gladwell section 5). Forever 21 is so smart to put the fitting room at the rear of the store, because the customers have go to the end of the store to get to the fitting rooms, and of course, Forever 21 may sell more products. Moreover, their fitting rooms have many seats for non-shoppers to relax or wait for their friends. Besides, the store also hangs the hottest items and must-see items like new stuff or party clothes on the door of fitting rooms to catch the customers’s eyes and make the shoppers want to buy more. The store also has their employees at the fitting room to help answer any questions or help their guest mix different styles, and make sure the items fit customers’ shapes quickly. Hence, Destination Items strategy plays an important role in selling products at Forever …show more content…
Applying appropriate marketing strategies like Point of View, Decompression Zone, Shopping Gender Gap, Destination Items, and Guest ID marketing strategies is the best way to keep Forever 21’s customers and maintain their business. Forever 21 is known as a great destination for fashion for many classes. Forever 21 needs to apply other marketing strategies to reach an even larger group of potential/segment customers, as well as keeping their current Forever 21 lovers updated on their latest styles. Forever 21 is not content to just rely on one marketing strategy. For this company, a successful blend of several strategies has worked extremely well for its