Overview
Forever 21 is a well-known retail fashion store of clothing for fashionable woman and a man in urban regions. It is located mainly at a tourist area at 6801 Hollywood BLVD Suite 134, Los Angeles, CA 90028. It sells dresses, tops, sweaters, outerwear, bottoms, accessories, and shoes for women. The company also sells shirts, outerwear, bottoms, accessories, and shoes for men. It also sells products online. The company was formerly known as Fashion 21, Inc. Forever 21 was founded in 1984 and is based in Panorama City, California. In 2011 the number of locations was more than 480 stores in the United States. Stores can be found in major cities through the United States, Europe, Asia and Latin America. In 2011 Forever 21 revenue topped $ 2.6 billion, its total assets is 1.10 billion.
Forever 21 is a well-known retail fashion store of clothing for fashionable woman and a man in urban regions. It is located mainly at a tourist area at 6801 Hollywood BLVD Suite 134, Los Angeles, CA 90028. It sells dresses, tops, sweaters, outerwear, bottoms, accessories, and shoes for women. The company also sells shirts, outerwear, bottoms, accessories, and shoes for men. It also sells products online. The company was formerly known as Fashion 21, Inc. Forever 21 was founded in 1984 and is based in Panorama City, California. In 2011 the number of locations was more than 480 stores in the United States. Stores can be found in major cities through the United States, Europe, Asia and Latin America. In 2011 Forever 21 revenue topped $ 2.6 billion, its total assets is 1.10 billion.
Analysis
The store lay out applied to Paco Underhill’s strategies the “Decompression zone”. It had a reasonable space in the main entrance, it was clear it did not have any advertisement of any kind like for example big signs. It had the shoes section on the right therefore most of the women who was entering did go to the right. The shoe section had a wide aisle, in which women could even try the shoes, applying the “ butt brush theory” since for women this require extensive examination because many like to take their time to choose the right shoes. Petting did not only apply to just clothing, I observed that it applied to jewelry purses and even shoes. I saw how women would make the connection with such items by touching, and wearing them in front of a mirror.
The store lay out applied to Paco Underhill’s strategies the “Decompression zone”. It had a reasonable space in the main entrance, it was clear it did not have any advertisement of any kind like for example big signs. It had the shoes section on the right therefore most of the women who was entering did go to the right. The shoe section had a wide aisle, in which women could even try the shoes, applying the “ butt brush theory” since for women this require extensive examination because many like to take their time to choose the right shoes. Petting did not only apply to just clothing, I observed that it applied to jewelry purses and even shoes. I saw how women would make the connection with such items by touching, and wearing them in front of a mirror.
Comparing to other forever 21 stores this store in particular got my attention because even though it is too small also it has another disadvantage; it is located at the Hollywood tourist busy area by the Hollywood Walk of Fame.
This store has found its ways to persuade people to stop by and shop .This store also sell clothing for men, the variety is much smaller than for women though. It is more devoted to women .Regardless to its size it still manages to have a separate aisle for shoes and jewelry near the entrance . A dream space for women “it makes women feel like if they were in a royal place where they are entitle to everything that they wish to have”. That is how much the lay out of this store makes you feel (by a regular customer Sary Hernandez).By having the shoe and jewelry section near the entrance it contradicts Paco Underhill since he recommends not to place any item in the front zone because people may overpassed any items in such zone. But it is understandable that this specific store has its laid out in such specific way. Since it is at a very crowded street and most people care most about taking pictures and finding their favorite celebrities stars, the store decide to place shoes and jewelry because that is what usually capture a women ‘s attention and most likely is what they buy.
In general how the store is arranged it looked crowded, and was a bit mixed. It has folded tables with sweater and shirts and mannequins showing out nice out fits. It was noticeable that shirts, jeans, shoes and purses were in the same rack. In other retail stores shirts, jeans, shoes are in separate section. Maybe being unorganized is a part of a strategy, to make people buy. It gives a sense of an identity by giving them an idea of what is in today’s trend, by letting know how to match a shirt shoes and even jeans. Also in this store the cash register were located all way to the back to the back. Usually registers are closed by the exit or by the middle of the stores. This might be some kind of manipulation for women, because women as they go pay for any jewelry or shoes they are pushed to look for something else as they go into the store to pay the items.