INSTITUTE OF TEXTILES & CLOTHING
THE HONG KONG POLYTECHNIC UNIVERSITY
ITC 3968 Global Fashion Marketing
Project II- Going toward Globalization
Name: CHAN Hoi Yan (11908853T)
CHUNG Ka Man (09933812T)
POON Wing Yan (11927695T)
SIU Yee Man (11957823T)
2.1 Marketing mix
2.2 Segmentation, Targeting, Positioning
4. Analysis: China
4.1 Economic environment of China
4.2 China's Political environment
4.3 China's Legal environment
4.4 Social & cultural environment
5. Discussion: Marketing entry strategy
5.1 Segmentation, targeting and positioning
5.2 Marketing mix
5.3 Other recommendations
Forever 21 is an American fashion chain store. They are selected as one of the top 3 teen shopping brands nationwide. Fashion retail business in China grows at a rapid pace due to its large population and the growing disposable income of the middle class. Up till now, Forever 21 located in 21 countries/cities such as, USA, England, India, Japan, but they still have not start to enter in to the enormously market of China.
So we selected Forever 21 as our study. To tailor made a marketing strategy & provide the way that Forever 21 how to enter the China market to expand their business & become globalization.
Forever 21 Established by Korean businessman Do Won Chang & his wife Jin Sook on April, 1984.They started their business in a 900 Square feet shop in Los Angeles called Fashion 21. Firstly, they injected the trendy design & fashion items into their shop and targeted to the Los Angeles Korean American community. However, people from many other ethnicities and nationalities began noticing the trend-setting fashion designs and the store became increasingly popular. By the end of the first year sales were reported to have risen from $35,000 to $700,000.