Retail Store Strategy

1. Retail Format
   
   Forever21 operates as a specialty store that specializes in selling their own brand of products with their own labels and related items (clothes, accessories and bags). They carry an extensive width and depth of stocks in the item they specify in, serving the customers with a high level of service.
   
   The store is clustered with trends of clothing and accessories which fill almost every space you can find in the store. The latest fashion trends are usually placed at the front of the store, stirring impulse visits from customers.
   
   
2. Target market
   
   Forever21 target the group of female consumers in their teens to those in their thirties, who go for the latest fashion at affordable prices. Some similar high-end fashion apparels and accessories can be found at Forever21 and this provide an alternative to the consumers who wish to go for cheaper alternative without compromising on looking fashionable.
   
   Recently, Forever21 introduced a new line of plus-sized clothing to cater to a new market of women of a bigger package.
   
   
   
   
   
    
   
   
   
   
3. Sustainable competitive advantage
   
   Forever21 have placed their stores at the hottest malls in Singapore such as VivoCity and Wisma Atria which have a high human traffic. Moreover, with the latest fashion styles similar to their competitors on their racks priced at affordable and cheaper prices, it is no wonder customers opt for this brand compared to their competitors. If you are in need of help, the staff will readily assist you without any hesitation. At payment they are ever polite by never failing to greet you with a smile. These are a few of the many beneficial advantages Forever21 has from its competitors.