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.
There are seven different types of business products, and Forever 21 falls into the categories of raw materials and processed materials: Cotton, polyester, and rayon.
Now that you know Forever 21 is cheaper than other brands, it's time to decide whether or not you want to buy their product. Some consumers may have already been persuaded by it's unique styles and amazing prices but still, some would rather not make a purchase. To keep them motivated, Forever 21 is always offering coupons and discounts, unlimited or limited. Forever 21 continues to advertise and promote by giving out free gift cards at grand openings. 
Forever 21 is famous for their trademark shopping bags which includes the religious Bible verse of John 3:16. Do Won Chang and his family are known for their religious background. The reason why he prints the scripture on the bags is because he hopes others will learn of God's love. 
Another recent campaign that was recently launch in January 2015, was the Forever 21 Activewear campaign. In this campaign Forever 21 "highlights new high-tech features as well as on-trend designs, with key theme ‘Fit. Function. Fashion.’ " To celebrate the Activewear collection, Forever 21 partnered with Australian fitness bloggers and personal trainers, Felicia Oreb and Diana Johnson of Base Body Babes Pty Ltd. With these remarkable women, Forever 21 customers were invited to participate in the Fitness Challenge and were given the chance to win one of five new active looks by posting a photo on Instagram. The Fitness Challenge went abroad on social media networks, and lasted for a month. 
A great advantage customers have is they can sign up for exclusive promo codes and coupons at Forever 21. Once a customer has registered, they will receive daily emails from 
*The first 300 people will receive a gift card with a certain amount of money for free! 
Forever 21 also advertises on magazines such as Teen Vogue, Seventeen, Glamour, and Cosmopolitan. Forever 21 has a magazine in their company which consists of the latest styles and looks, and its appearance has bold colors in order to attract the customers attention.
If a customer is looking for inspiration, mannequins are located throughout the entire store with the latest styles. If a customer is still having trouble, one could always ask a sales associate to help them find what they're looking for. Better yet, the fitting rooms are the best place to ask for advice. Once a customer is about to purchase at the registrar, the sales associate always asks if everything went well today. Also, they are quick to inform that we have thirty days to either exchange or receive store credit for the purchase item. 
