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Forever 21 has a diverse target market ranging from kids to teens to young adults. Forever 21's current audience is primarily females between the ages of 18-24. Men and kids have become a growing audience throughout the years. There are sections for women, men, kids, accessories and even plus sizes. The brand is well known among people who enjoy trendy clothes at an affordable price. However, as time passes teens and young adults' interest in fast fashion have dropped significantly as they care more about sustainability and keeping the environment safe. Forever 21 is also popular among teens due to its fashionable clothes and low prices.
A typical customer of Forever 21 would be a middle-class female in her early 20s, working a 9-5 job, earning a minimum wage. She enjoys hanging out with her friends, shopping, posting on social media, etc. She likes to stay on top of trends yet still keeps a tight budget for clothes. She's a bubbly, casual and kind individual who's passionate about fashion but can't afford any expensive clothes that's above her budget. She may spoil herself every now and then however she still stays loyal to her shopping brands. She's aware that fast fashion is harmful to our environment but she can't help her unhealthy shopping habits when it comes to cute and stylish clothes. She strives to get a promotion in her career, improve her salary and purchase higher quality clothes for the sake of herself and the environment.
"Fashion is very important. It is life-enhancing and, like everything that gives pleasure, it is worth doing well."
— Vivienne Westwood
Image by NIKITA SHIROKOV via https://unsplash.com/@shirokov
According to the statistics, in 2021, 2.4 billion people worldwide are expected to buy goods and services online. Which means, the online commerce platform will only continue to grow hence why it's crucial to focus on e-commerce and target people who are already spending a lot of time on social media. When the company rebrands, new eyes will eventually be interested in the brand and can have the potential to become loyal customers. It can manage to reach a new audience with the right marketing and business strategy. Since Forever 21 already had such diverse target market, attracting the other types won't be as difficult as long as it can showcase the world of its effort and sustainability.
A new and ideal customer profile would be a medium to high-class female in her mid 20s. She works remotely or potentially have an online business or a side-hustle. She loves fashion and playing around with different looks. Her signature style is mostly a minimal, modern look with an edge and she prefers quality over quantity anytime. She enjoys indulging in high-end brands sometimes but never goes over the board. She enjoys scrolling through social media, taking content and sharing it with her followers. Although she has a minimal style, she still likes to check what's in trend and will purchase anything that catches her attention. She's someone known to be down-to-earth, bold and friendly. She prefers to shop online and looks at fashion influencers on social media for an inspiration. She mainly spends her time on either Instagram or TikTok as she enjoys new and entertaining content. She also pays attention to how brands display itself on a social platform and how they engage with their audience.
Image by Dmitry Spravko via https://unsplash.com/@kaprion
Forever 21's new and ideal male customer would be an individual who's top priority when it comes to fashion is comfort. However, he still likes to dress up and look good. He's someone who likes a clean and fresh style that doesn't look too crazy. He may be a content creator in the lifestyle and entertainment niche. He doesn't bother to physically go shopping so he always goes for online stores and order clothes that suits his style. He usually sticks to certain colors which are black, white and grey. He loves minimal, muted colors that doesn't stand out and also prefers high-quality clothes. He has a fun humor and loves to be surrounded by positive people. He occassionally enjoys going out with his friends and travels often. He enjoys being part of a never sleeping city and never takes life too seriously.
As a fast fashion model, it's reasonable for Forever 21 to target teens to young adults however, it'll become essential to attract new audience along with the rebranding. It'd be ideal to target women and men in their 20s or more to expand its target reach. Almost everyone has moved to the online commerce platform when it comes to shopping hence why it's essential to target customers who are already on there.