Apparal

Experiential Marketing lesson by Forever 21

As Forever 21 continues to rocket into the 21st century, competitors are undoubtedly trying to decode the fast-fashion chain's successful formula. Low prices? Trendy merchandise that cycles in and out of stores on a daily basis? Super-size stores modeled after the 86,000-square-foot location that recently opened in Cerritos? see image.

Or the fact that all eight of Forever 21's collections are merchandised in separate departments, each with its own visuals. Every current spring trend is covered — tribal ($11.50 belted zigzag tunics), military ($22.80 cropped khaki cargo jackets), florals ($29 baby-floral print lace-up booties) and creative knits ($27.80 crochet dresses). There's fresh new merchandise every day!

"Forever 21 offers great, trendy merchandise at low prices, and it turns very quickly," said Michael Stone, president and chief executive of brand licensing and consulting firm Beanstalk Group in New York. "The customer likes shopping there more than Wal-Mart, Target and Kohl's because of the experience. It's brightly lit, there's merchandise all over, there's a hip and cool aura."

Forever 21 largely bypasses old media, reaching out to customers and fashion bloggers directly launching a Facebook page (now at 747,000 followers), a Twitter feed (73,000 followers) and a blog, the Skinny, aimed at the Teen Vogue set.

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