The Retailing Environment

Retailer chosen: Forever 21

1. VARIETY & ASSORTMENT

Forever21 is one of the leading fashion retailer in Singapore and they carry a handful of assortment which ranges from apparels to shoes, and lastly, accessories. The target consumers of Forever21 are those who go for the most current fashions at the greatest value. F21 launches new collection every season, and every and then, they do launch certain new design for the ongoing months. Their products are fashionable items that grow with the current trends, examples would be bags, shoes, accessories and apparels. Keeping up with the existing trends, F21's merchandises are also kept at affordable prices for consumers who constantly keeps themselves updated.

2. CHALLENGES FACED

• Competitors
  

There are too many brands and names to be mentioned when it comes to the retail industry. And being one of the leading fashion retailer, F21 has got its competitors to be aware of. As such would be TopShop, Zara, Pull & Bear, etc. These are the few brands which are on par with F21 in the current fashion.

In order to keep leading, F21 has to constantly keep up and work on strategies which keeps their consumers coming over again.

• Visual Merchandise

The way that F21 displays their merchandise are known to those who have visited the physical stores. Their products are mostly clustered together, hence giving consumers the "messy look". Though time and again, there may be consumers who continue to shop, however, visual merchandising is one of the crucial part in the retail industry. The "messy look" does not allow efficiency as when all clothes are clustered together, it is hard for consumers to look for what they want.