Ch. 8 - Segmenting and Targeting Markets

There's no secret to a successful business because every business must have a specific target market in mind. Forever 21's target market consist mostly of young adult females; however, pre-teens (12-13) and teenagers (13-16) would always get mixed up in the market but that's not a major issue. Also, those with lower to middle income attracts the company. According to Kurt Salmon, a global management consulting firm dedicated to building the market leaders of tomorrow, a survey indicated a score 41% NPS among those earning under $50k, but only 16% among those earning over $100k. Knowing this information, we can look more closely at a certain market.

The bases of Forever 21's segmenting consumer markets are both demographic segmentation and psychographic segmentation. Demographically, Forever 21 segments the young adult females (17-23). Women at that age tend to be "fashionistas" or trendy; therefore, on their online website there is a section called Lookbooks. In this section, women are able to catch up on the latest trend that way they can manipulate a certain look. Pre-teens and young teens might find it difficult to follow such lookbooks because it is mostly target
s towards mature, older women, but who's to say you can't rock a sexy outfit? Gender is obviously more focused on women, but wait, what about for men? Don't worry, Forever 21 has got all you men covered with 21 Men. The age range for men is mostly towards young adults, not so much for teens. Ethnicity is brought upon their website ranging from Asians, Indians, Europeans etc. Using Asian models and African-American models for their website contributes to diversity to their styles. 




Since Forever 21 is all about "satisfying your craving for fashion's latest trends, at prices you can't pass up," expressing who you are through their company is never a problem. It doesn't matter what lifestyle or personality you have because you can go from wearing a sporty outfit in the morning to a fabulous looking diva at night. Forever 21 is always making sure its costumers are being reached out to. For example, in Queens there are only two Forever 21, Inc stores. Both locations are targeted for a specific group depending on the diversity of the neighborhood. In Manhattan, most stores are located in touristic areas.