FOREVER 21 has made its grand entrance toSao Paulo Mall Macau last week. Following more than 30 years of success across the world, the iconic store has more than 19,500 square feet over five levels. The new Macau store features a trendy and fresh selection of apparel, accessories, lingerie and shoes. In addition the store also offers the retailer’s other brands, including, 21MEN™, a line of fresh, fast fashion for men of all ages and Contemporary.
Forever 21, Inc., headquartered in Los Angeles, California, is a specialty retailer of women’s and men’s clothing and accessories. Known for offering the hottest and most current fashion trends, at a great value to consumers, Forever 21 is a model for fast fashion. This model operates by keeping the store exciting with new merchandise brought in daily. The retailer operates over 550 stores in the United States, with international operations in Canada, China, Colombia, Costa Rica, Europe, Hong Kong, India, Israel, Japan, Korea, Mexico, Philippines and United Kingdom.
“We are extremely pleased to announce the opening of our new location in Macau,” said Linda Chang, Forever 21 General Merchandise Manager. “We strategically chose the vibrant and fashion forward Macau to introduce the brand further to China and Asian market. Each of our new stores represents the essence of our brand to inspire all customers’ shopping experience by providing a captivating store environment with a never-ending flow of fun, on-trend fashion at a great value."
What takes you so long to penetrate Macau Market?
Due to the success of our stores in Asia and the demand of our consumers, we have decided to open a new location in Macau. We are always looking for the right location and once we find the best locations, we strive to open as soon as possible.
Following more than 30 years of success across the world. The iconic store has more than
19,500 square feet over five levels including two basement levels, ground floor, first and
Is the company still a family owned business? How do you juggle your relationship with your
business and family since your wife and daughters also part of the employees in the company?
Being a family business has played an integral role in our success by providing a strong, loving,
foundation to build upon. The ability to be surrounded by those you love and being able to
share our business lives with each other has both strengthened our relationships with each
other as well as provided the energy and passion to succeed together.
Trend vs Quality vs price point, where does FOREVER 21 best fit in? How will it justify the
sales in return and to remain customer satisfaction?
Forever 21’s focus is on providing the people of each location with new, exciting, fashion
forward merchandise with a wide assortment of product at the best value. We do everything we
can to keep our value customers when they come shopping in our stores as top priority. With
this principle in mind, our customers know us for the great value we offer and we will continue
to stay true to the brand.
What does FOREVER 21 like to achieve?
As always, our main focus is on the customer and we hope to continue introducing quality pieces that speak to our fans' needs and desires. In the last 30 years, we have gone from one store in Los Angeles to more than 600 stores in over 30 countries. Our model of fast-fashion works by providing customers with a great value, ensuring we’re always on top of trends, and offering fresh, up-to-date merchandise on a daily basis.
What is planned for FOREVER 21 in 2015?
As one of the world's largest consumer markets, China offers Forever 21 endless opportunities to further expand our business. With technology, fashion is becoming more universal and similar trends are emerging everywhere from L.A. to Shanghai. Forever 21’s products reflect what is current, not just in the U.S. but, globally. We hope to continue to expand our reach in the China market by offering the broadest selection of merchandise to shoppers and an experience they find meaningful to do again and again. We are also going to be revealing some exciting new partnerships and campaign faces in the coming months. This fall, there will be a special, exclusive, Asia Fall promotion which will be available in the Macau store as well as special Golden Week promotions.
6 Minutes @ Do Won Chang , Founder & CEO of FOREVER 21
* Special thanks to FOREVER 21 @ the interview arrangement.