Forever 21, the US $3 Billion empire created through inexpensive, fast moving fashion has just taken the old HMV flagship store on London’s Oxford Street. A family business headed up by the “Don” Do Won Chang, his daughters Linda (29) the Marketing Manager, Esther (31), the Creative Director and mother Jin Sook Head Buyer are a force to be reckoned with.
The similarity with Primark is the pile it high, sell it cheap however the stock is more along the lines of Zara and H&M – more of a fashion edge. Their inhouse designs always state design influences but the majority is bought in and they have faced numerous charges over copyright but not one has been concluded so they know their liabilities (Urban Outfitters could learn a thing or two here).
The one disappointing element has been the approach to negative press – or more accurately the Rachel Kane Blog WTForever21.com; which if I were them I’d find hard to swallow but attacking it with a cease and desist order is exactly the wrong approach in the world of social media. In my opinion an organisation of this size would do better to employ Rachel or at least ask for her assistance in the buying process for particular ranges… a lot less expensive.