Forever21 was formed in 1984 in America. It operates as a fashion retailfirm, and it isstill a family owned businessover the course of many years. Its headquarters is in Los Angeles.The company has grown over time to sell its clothing lines whichinclude Forever 21, Love 21, Heritage and XXI Forever. The companyhas more than 600 operational stores in Asia, UK, Middle East andAmerica. Manufacturing of its apparels is in China where 60% of theproduction takes place. The company is best known for keeping up withthe fashion trends, and its price sensitivity makes it likable to itstarget client base. Other than clothing, the retail store sellsaccessories, beauty products for both women and men ranging fromnewborns to adults.


Thecompany has adopted an advertising message which has kept it widelyattractive maintaining teens and young adults who are its main clientbase by putting the label “trending” to the clothing andaccessories it sells. This method of advertising assures itsclienteles that its merchandise is new to the market, thus, thelatest fashion and still fresh in the runways.

Thecompany has invested heavily on online advertisement whereby it hascreated an operational and reliable website from which customers canview the available products as well as make online purchases. Moreover, it has vibrant online visibility by utilizing most of thesocial media platforms available and mostly used by teens and youngadults, such as Twitter, Facebook and YouTube badges whereby it caneasily interact with its clientele to ensure continued success andgrowth of the specialty store. Also, it has an active blog where itholds further interaction with its customers.

Psychographiccriteria that are relevant to the brand

Forever21 is well known as a brand that serves individuals living variouslifestyles. It caters for people with different opinions, value,interests and beliefs hence its popularity and preference by youngpeople.

Thebrand provides for clientele with diverse personalities such as thosewho are highly open to new experiences and are willing to experimenton matters relating to beauty as well as extroverts who areenthusiastic to take an extra effort to look presentable and trendyand due to this it has attracted a large customer base.

Tocater for all potential clients,the brand serves people of all social classes as shown by its pricingof the products available. Regardless of the income and socialbackground, individuals can afford to make purchases and identifywith the brand.

Aspectsof consumer influences and their effect on the adoption process forthe brand.

  1. Age. Forever 21 clientele base is mainly of teenagers and young adults of the age of thirty years. Individuals at this age tend to have a similar liking of fashion and tend to prefer keeping up with the latest trends. Since the brand focuses on keeping up with the fashion craze, it has been able to retain and attract more customers due to the preferences of individuals at this age bracket.

  2. Gender. Also, the brand does not favor a particular gender making it preferable for all people. Hence, it has become a leading brand for both men and women. Moreover, it caters to individuals of various ethnicities and religions as evidenced by the variety of attire and accessories that it avail at its stores.

  3. Social class. Since the brand is trying to reach out to a broad consumer base, the items on sale are priced friendly hence breaking up the social class barriers an attribute which has ensured for continued growth and increase in revenues over time for the retail store.

Consumerdecision model.

Step 1. Needrecognition. When a customer feelslike He /She need to purchase some accessories or clothing, itcreates a need gap that has to be filled.Step 2. Informationsearch. After identifying the need,the clients seek information on the best items to purchase and theplace from where to buy based on their financial budget.Step 3. Evaluation ofAlternative. After collectingreliable information, the customers will seek to evaluate his/heralternatives generated and from that point, they can select the bestspecialty store from which to make the purchase.Step 4. Purchase. Afterconsideration and selection of the best alternative, the customersmake an actual purchase from the storehouse satisfying the desiredneed.Step 5. Post-purchasebehavior. After making thepurchase, the buyer acquires an attitude to the brand which is eithersatisfaction or dissatisfaction. It will depend on how the customerviews the accessory or clothing picked up and from that point, willdecide as to whether to go back to the store for future purchases ornot.Survey to identifycharacteristics of the consumer who would buy this brand.

  1. How familiar are you with the brand?
  2. How did you get to know about it?
  3. What makes the brand unique?
  4. When was the last time you purchased an item of the brand?
  5. Why do you prefer its’ purchases?
  6. When you use this brand what comes to your mind?
  7. Would you recommend this brand to a friend?
  8. Is your next purchase likely to be of this brand?
  9. How has the perception of this brand changed over time?
  10. Overall, how will you rate this brand?


Forever 21. (2016). Forever 21. Retrieved from Forever 21: