1

사례연구☞ 발표자 뇌우령 석사 2 학기 패션 마케팅 전공

SPA(Specialty Store Retailer of Private Label Apparel)

“ 기획 , 생산 , 유통”프로세스의 수직적 통합을 바탕으로 매우 빠르고 효율적인 생산과 판매를 특징이다 .

Fast Fashion 은 기본적으로 희소성이나 고가격보다는 폭넓은 시장과 중저가를 추구한다

2

TypeType Private

FoundedFounded 1984, LA.California

HeadquarterHeadquarter LA.California

FounderFounderDo Won Chang( 장도원 )/Jin Sook

CEOCEO Do Won Chang( 장도원 )

ProductsProducts Clothing, Accessories

EmployeesEmployees 6000(2008)

Forever 21,Inc

History Brief The chain, originally known as Fashion 21, was intended at first mostly for middle-aged women.Trendy designs seen in South Korea were sold and targeted to the Los

Angeles Korean American community. However, people from many other ethnics and nationalities began noticing the trend-setting fashion designs and the store became increasingly

popular.Fashion 21 eventually expanded at the rate of a new store every six months and changed the Fashion 21 brand name to its current name, Forever 21.

3

stores

（松坂屋銀座店内）

1984.April Los Angeles,California

↓

1989. 11th. Panorama City ,California

↓

1995.Miami,Florida

↓

1997. 40 stores

↓

2010.1.7900m2. Cerritos,California. Flagship Store

2010.11. UK 2010.11. Ireland

➜

Belgium France

Europe

Asia India Philippines Japan

KoreaNew York

4

Mark,Label

●This original and primary store carries women’s and junior’s clothing, accessories, swimwear, lingerie, handbags, and shoes. Imitating both Korean and American fashion trends.

●This is another version of Forever 21, but instead of having clothes and accessories, this store carries only accessories. They sell bags, shoes, hair accessories, jewelry, scarves, make up, and so much more.

●Formerly named Faith 21, this store carries women’s clothing in extended sizes. Love 21: This is a contemporary line for women. Their style of clothing is more suited for older teenagers and young adults.

●Exclusive, limited-edition collections, with new themes launched every 4-6 weeks. Collections so far include Cirque 21, Twist of Punk, Ballet - Tutu Cute, Disco 21, Tres Paris, Rocker Babes, Twisted Wonderland, All Dolled p, I Love Nerds, Street Chic, and Boy Meets Girl.

●Formerly known as HTG81, this is a kid formatted version equivalent to the Forever 21 adult line. Their style is more suitable for younger kids/pre-teens.

●This store is a male version of Forever 21. It offers the same trendy fashion styles, but only for men.

Forever 21Heritage 1981

For Love21Forever21+

Forever TwistForever 21 Girls

21Men

5

About the Forever 21’s founder/CEO- Do Won Chang 장도원

Grew up in S. Korea at 18 ,1981 California

1984 Fashion 21

2010.(457)

2011포브스 (Forbes)

Story of In Seoul, Mr. Chang had started the first coffee and natural juice delivery service. Mrs. Chang had been a hairdresser. They wanted to run their own business in Los Angeles, and while subsisting on wages from menial labor (he pumped gas and worked as a janitor), they managed to open a 900-square-foot clothing store. It was on a low-rent street close to the garment district, and they called it Fashion 21. he Changs filled the store with cheaply made, skimpy clothes for teens, all produced by Korean-American manufacturers and all selected by Mrs. Chang. She proved to have a sharp eye for easy-to-copy trends and an even sharper instinct for negotiation. "My mother is an incredible buyer," says Linda.

The Changs, who are born-again Christians, think they had some other help, too. Mrs. Chang tells people that when they were starting out, she went to the top of a mountain in Los Angeles to pray. God told her she should open a store and that she would be successful. "Every decision that they made has been with thoughtful prayer," says Linda. Mr. and Mrs. Chang attend a daily 5:30 a.m. prayer meeting at the Ttokamsa Mission Church when they're in town; he also leads Bible study, and she's a deacon. "I think they get a lot of business ideas and insight during early morning prayer time,"

They learned that what's new has to be up front, and it has to change daily. Most retailers stay with dead inventory too long. Forever 21 is all about movement in the store." According to Roth Capital's Pierce, a typical Forever 21 store might turn over 20 percent of its merchandise in a week, which could be twice as much as most apparel retailers. Changs also figured out that if they order small enough batches of each style, shoppers will learn to buy what they like when they first see it. Next week it might be gone. "Most retailers put out tons of their hot items," says Metchek.

The family credits its accomplishments to hard work, faith, and frugality, though Forever 21 has not prospered without controversy. The company has been accused many times of not just following the trends but selling copies of clothes created by trendy designers.

Many of whom are part of a tight-knit Korean-American community of manufacturers and vendors that dominate the garment industry in Los Angeles, have been accused of underpaying their workers.

5

6

The Distribution

fast;[1]While it takes a designer like Marc Jacobs or Michael Kors several months to get clothes into stores after their debut on the runwayss, Forever 21 delivers interpretations of the same looks within six weeks.[2] Forever 21 store might turn over 20 percent of its merchandise in a week, which could be twice as much as most apparel retailers.

trendy;The chain says it employs no designers, “just very savvy designer merchants,” Ms. Boisset said. Although these merchants’ skills are at the heart of Forever 21’s success in offering shoppers faithful adaptations of runway hits, the company declined to make them available for an interview.

chip;From their fluid cut and noodle straps to the floral panel running down their fronts, the dresses were almost identical. The Foley & Corinna dress sells for more than $400, the copy for about $40.

7

화제거리 &. 사회 여론

2007,Documentary

Made in L.A. is a 2007 documentary film that tells the story of three Latina immigrants as they wage a battle against their employer, a Los Angeles garment factory. And is an Emmy award-winning feature documentary (70 min) that follows the remarkable story of three Latina immigrants working in Los Angeles garment sweatshops as they embark on a three-year odyssey to win basic labor protections from trendy clothing retailer Forever 21. In intimate observational style, Made in L.A. reveals the impact of the struggle on each woman’s life as they are gradually transformed by the experience. Compelling, humorous, deeply human, Made in L.A. is a story about immigration, the power of unity, and the courage it takes to find your voice.

These three women, along with other immigrant workers, come together at L.A.'s Garment Worker Center to take a stand for their rights. Against all odds, these seemingly defenseless workers launch a very public challenge (a lawsuit and a boycott) to one of the city's flagship clothiers, calling attention to the dark side of low-wage labor north of the U.S.-Mexico border and revealing the social fault lines of the new globalization.

As seen through the eyes of María, Maura, and Lupe, the workers' struggle for basic economic justice and personal dignity yields hope and growth, but it is also fraught with disappointments and dangers. As the campaign drags on through three long years, meetings at the Garment Worker Center become more contentious and the women undergo dramatic moments of conflict and discouragement. But then the story takes a surprising turn, and the three women find the strength and resources to continue their struggle.

For Lupe, Maura and María, the long campaign is a turning point from victimization to empowerment, and each makes life-changing decisions that they never could have envisioned. Overlooking the city of Hong Kong, where she has traveled after she's hired as an organizer, Lupe reflects on her journey: The more I learn, the lonelier I feel. Ignorance somehow protects you. But then I say, I've come this far, and nothing can take that away from me. http:www.madeinla.com/about

In September 2001, the Asian Pacific American Legal Center and the newly In September 2001, the Asian Pacific American Legal Center and the newly created Garment Worker Center filed suit against Forever 21 on behalf of created Garment Worker Center filed suit against Forever 21 on behalf of 19 workers, alleging unfair business practices and wage violations. The 19 workers, alleging unfair business practices and wage violations. The workers were sewing at seven different small factories--they called them workers were sewing at seven different small factories--they called them sweatshops--that had all been contracted to produce garments for Forever sweatshops--that had all been contracted to produce garments for Forever 21. This was just a few years after some 70 Thai garment workers had 21. This was just a few years after some 70 Thai garment workers had been freed from near-slave conditions in El Monte, Calif. Julie Su, the been freed from near-slave conditions in El Monte, Calif. Julie Su, the lawyer who won the women a $4 million settlement and legal status (and lawyer who won the women a $4 million settlement and legal status (and later a MacArthur "genius" award for herself), was the lead attorney in the later a MacArthur "genius" award for herself), was the lead attorney in the case against Forever 21.case against Forever 21.

In 2004, under pressure from PETA, Forever 21 agreed to stop selling clothing made with animal fur.

그래서 여기까지 …제 제질문이구요 .트랜디하면서도 크레이티브한 의상과 액세서리들은 어떻게 평균 값은 한국돈 2 만원 밖에 안해 판매할 수 있을까 ? 그의 회사의 경쟁력이 무엇인가 ?

8

June,2010

-Forever 21 Opens New York’s Largest Clothing Store

While.......

-The End-

9

Issuesdesigners and brands copyright lawsuitsTwelve by Twelve Line Discontinued (knockoff luxury)worker rights issues in California,Movie Made in LA complaints from shoppers(Bible Passage)

10

2011.12.07

Fashion Marketing

by Lei Yuling

−2 차−

Konkuk University

11

FOREVER21

ContentsAbout Forever 21

Targets

Forever21 SWOT

Forever21 Strategy

Promotions

History

12

ALL About Forever 21.The Mysteries

13

ALL About Forever 21.

1981

(year)

American Dream

1984Fashion 21

QuickTime™ and aGIF decompressorare needed to see this picture.QuickTime™ and aGIF decompressorare needed to see this picture.

1999

QuickTime™ and aGIF decompressorare needed to see this picture.

Forever21

2009

Globe

2010

456!

2011

Forbes

QuickTime™ and aGIF decompressorare needed to see this picture.QuickTime™ and aGIF decompressorare needed to see this picture.

QuickTime™ and aGIF decompressorare needed to see this picture.

54

14

Targets

by Executive Vice Present Larry Meyer

Core:young consumers,predominantly teenage girls and women below 25

age

✔ Wide Target Demographic

✔ Wide Product Range (8 different brands)

✔ Varying Tastes

15

Store Atmosphere store-in-store

treasure hunt

heighten glamour

fun

&.playful

16

bible passage John 3:16

중교극단자

문제점fake and hypercritical

①

②

Shopping Bag

religion in business

People Who Make Hiring DecisionsBased on Someone’s Belief

17

From Copying Designers Collaborating with Designers ⎯on Regular Basis

50! Times

Marketing Strategy

18

Brian Lichtenberg 2010 Aug.

Petro Zillia 2011

Rory Beca 2011 March Nov.

$5.8~$32.8!!

Marketing Strategy collaboration

with designers

The 12-style Collection

Alex & Chole 2011 Dec.

12 -piece jewelry collection

Holiday Hello Kitty

Courtesy Forever 21

19

Hollywood FaveBrian

Lichtenberg

LA Style

The 12-style Collection:graphic t-shirts and tanks

Best Known For Caution-Tape Outfit in Lady Gaga’s “telephone”

Best Known For Caution-Tape Outfit in Lady Gaga’s “telephone”

20

Hollywood FaveBrian

Lichtenberg

LA Style

⩽ $15

150,000~200,000

21

Petro Zillia

Brightly Color

&.Fun

22

Rory BecaHello Kitty

Key Words:Laid-back Aestheticthe most expensive item is just $27.80

inspired by Studio 54’s disco glam moment

QuickTime™ and ampeg4 decompressor

are needed to see this picture.

23

Alex&Chole

12 -piece jewelry collection

⩽ $16

24

25

Marketing Strategy One for One 착한 소비문화

QuickTime™ and ampeg4 decompressor

are needed to see this picture.

아이를 돕기 위한 BBBS tee 를 사실 때 $1 기부하는 자선 사업입니다 . StarLight 아동 교육 자금 설립 기구입니다 . 동물보호을 위해서 설립하는 자금

26

Marketing Strategy

Extent Market and Sub-brands

Forever21 enters Beauty&.Home Markets

Extend potential Customers

27

SWOT Strength

eye-popping Price Varying/DeepMerchandises

Speed

⚇ with Internet technology supply chain reduced

Trendy

Wide Demographic Multi Channel

❘ ❘ ❘ ❘

❘ ❘ ❘ Store VMD ❘

❘

방문횟수증가

One-Stop Shopping system

QuickTime™ and ampeg4 decompressor

are needed to see this picture.

빠른 제품주기저렴한 가격

28

cheap price using sweatshops,large quantity,

varying and deep assortmentscurrently 7 mark labels,men,women,kids,shoes,accessories

wide customer targetsmen,women,kids,from under 18,18-25,over25

speed fastreduce the supply process by using Internet Technology(within 45days)

trendyfashion collection and designers’ knockoffs,conpentory fashion

multi-channel promotionsSNS interactions,blogs and Internet malls(all time sale)

store visual display increase the hedonic of shopping experience,remarkable brand identity(also saving money from other advertising )

SWOT Strength7

29

SWOT Weakness

sweat factory image

religion business

issue

design copyright

The challenge of pulling off its credibly.

bottom pricebottom price maximum profit

(who are degrading

overworkingunderpaying)

company image/credibly

Low Quality

Forever 21’s merchandises are cheap but don’t expect

them to last forever..

Teeny (Small)☓

products lifecycle’s

short

착취 적자권위반

30

Promotion Free Shipping on orders over $21

Yellow Tag Deals

E-Commerce Sale

One plus One

Daily Special

31

sweat factory image

more ethic in turn

fair trade

design copyright

Hire designers and collaborate with

designers

as #1 goal

Good Quality

Low Quality

improve Product’s lifecycle

come under scrutiny from designers for copying their styles

改改 전략제언

32

학술논문Experiment retailingKathryn Finney TheBudgetFashionista.comForbes.comvmsd.comKoreaTimes.comForever21.comwikipediaInternet Comments

Thank you for listening.

by Lei Yuling

참고자료References

-End-

33

34

Pricing

quantity definitely triumphs over quality; sweatshop business

$5~$25

35

Forever21 Fast Fashion Budget FashionNo Patterns or Designers

36

MarketStrategy

offers customers an interactive online lifestyle guide