Ch. 5 - Developing a Global Vision

Shinjuku, Japan

In the United States alone, there are over 480 stores, but the company is also famous for their international fashion trends at great value. It has over 500 stores across the US, with international stores in Asia, Latin America, and Europe. Including the United Kingdom, Canada, China, Hong
Kong, India, Israel, Japan, Korea, Mexico, and the Philippines. Forever 21 is still continuing expansion into existing and new regions such as Thailand. 



In each country there are different cultures and languages. Forever 21 took great advantage of the media. The company must create and sell their products for all the markets and promote it the same way all over the world and that is what they've done through their website. On their website, Forever 21 provides seven different websites for countries including, U.S., Canada, European Union, United Kingdom, Korea, Japan, China, and India. English is the most common and standard language for the website; however, other languages are provided as well. The promotional activities vary in order to appeal to the local customers. For instance, the homepage in China differs from the homepage in the U.S. because what attracts the Chinese customers is a discount and free shipping. Also the Chinese website styles is very vibrant in color, especially now that Lunar New Year's has passed. However, the U.S. homepage focuses on new arrivals, new styles, and the colors of the website have a black and metallic theme. 

As I was scrolling through each website of the different countries, I noticed that in Asia are not the same as the U.S., EU, and UK. What differs their website is they do not offer a plus-size or kids section. This makes me ponder and question the generation of America today. Over 60% of women in America are more overweight today, which could result as to why many clothing apparels companies are making plus-sizes in the market. Some conclusions I believe in Asia are: food is more nutritious, the environment is much cleaner, and exercise is always encouraged.

Through the online sales, Forever 21 has built a solid foundation to overseas markets. This helps the company understand preferences in the local market, and what issues might be created by poor decision-making. Whenever a new store opens, Forever 21 expects their customers to have a wonderful experience by enjoying the decoration of the store, shopping environment, and customer service. Some activities during the grand opening is providing discount coupons, free outfits, complimentary makeovers, fashion shows, photography etc.

Grand opening of Uruguay's first F21 store