Change From Innovation To Forever&Nbsp; 21 Reform

　　 As one of the representatives of fast fashion, Forever 21, the pace of progress is really comparable to that of rockets, and the recession has not slowed it down at all.

Don and Jin Sook Chang founded the brand in Losangeles in 1984. After 21 years, sales in 2005 amounted to US $947 million, and increased to 2 billion 300 million US dollars in 09 years. This is expected to reach US $3 billion 200 million this year.

At present, Forever21 has more than 400 shops and most of them are in the US, but the company plans to open 100 new stores in Japan next.

With Zara, H&M Similarly, Forever 21 offers reasonable prices to the public. Show ground In fashion, consumers can find similar styles in their stores before the big new shelves. But in terms of clothing style, different from other fast fashion brand's American leisure style, Forever21 is more inclined to the sweet route, the design style is simple and light, bright color, rich young people's vitality, and so popular, but at the same time, it is also criticized by designers in the industry.

In the past 3 years, Forever21 has been prosecuted for more than 50 times due to the problem of design plagiarism. A recent Lawsuit Dismissed by the court was that Trovata s accused Forever 21 of deliberately copying her designs. Because the jury could not confirm the subtle difference between the two buttons, the case was eventually declared unfounded.

Now, the two daughters of Chang's wife help their parents to manage their business while studying. They are eager to shape the story of Forever21 as "an American dream that the American immigrants have really worked hard to achieve." and stress everything except theft design charges (Forever21 has solved several cases of alleged infringement). They said: "we are retailers, and most of our goods are purchased from outside rather than produced by ourselves. You can see that there are new products in our stores every day. We are becoming more and more proactive in solving problems, but there will still be mistakes. I think it is because we have millions of styles. "

In any case, when Chang decided to rename Fashion21 from Forever21, it was a brilliant change in itself, because this name sums up the wishes of so many women - always at 21 years of age, and they are working step by step towards a more perfect goal.