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Store Report


Name: Verina Low Jing Wen
ID: J13013226
Subject: Visual Merchadising
Course: Diploma In Fashion Design










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Content Page



Cover1
Content.2
Introduction of the store...... 3
Logo.....4
Storefront.........................................................5
Storelayout...............................................................5
Womens ,Mens,Kids & etc Section..6
Tables.................................10
Cashier12
Fitting rooms/Storage12
Display Merchandise......13
Wallpaper...14
Story/Concept................................................14
Store Fixtures.........15
Lighting .........................................................................16
Store Sign......................................16
Conclusion.17












Forever 21 founders Do Don Won Chang and his wife Jin Sook Chang emigrated
from South Korea to the United States in 1981. The luxurious cars of those in the
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retail industry influenced "Don" to enter the garment industry and so Fashion 21, later
renamed Forever 21, was formed.Forever 21 is an American chain of fashion retailers
with its headquarters in Los Angeles, California and sales of $3.7 billion in
2013.Forbes ranked Forever 21 as the 122nd largest private company in
America.Forever 21 is known for its trendy offerings and its economical
pricing.Womens, mens, and girls clothing, accessories, and beauty products are
sold.

From the small, 900 square ft. Los Angeles store in 1984 to over 480 locations in
the United States and internationally .Currently,there are also 5 stores in
Malaysia.
So you can see that today, Forever 21 has experienced humongous growth.



Korea UK



Hong Kong


Logo
Korea
Japan
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The name of forever 21 all began in a 900 square ft. shop on Figueroa Street in Los
Angeles on April 21, 1984. The store was called Fashion 21. The luxurious cars of
those in the retail industry influenced "Don" to enter the garment industry and so
Fashion 21, later renamed Forever 21, was established.
While the founder of the store has never explained why Forever21 was called that,but
some assumed that it is because 21 is the ideal age of youth and beauty. That's why
they wanted it to be, Forever 21.
The Forever 21 logo is probably designed based on Din 1451 Eng Neu, with slight
modification on 1.
The owners of the store are Christians, that's why there are John 3:16 versus at the
bottom of each of the plastic bags. Read it backwards: REVE FOR 21.
REVELATIONS 21. That is the final prophecy, for ever.























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Storefront
The storefront of the store on the ground floor is opposite zara and few retail
stores.While on the second floor,the storefront is opposite paris miki which is a store
which sells spectacles and sunglasses.It is possible for a store facility to have good
location.And because location and site characteristics can interact in a positive or
negative fashion with a store's merchandising, operations and customer service
characteristics to produce a level of sales and profits.

Store layout
The store layout will be free flow because there are many different sections in
the store,be it gym wear ,kids and mens .Therefore,in each section there are
many tables ,racks,tiers everywhere scattered around the store.The advantages
are it allows the customers for browsing and wandering freely ,and flexibility .



































Womens ,Mens ,Kids & etc- Sections
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Forever 21 has three sections which are women,men ,kids section.They not only
have a large amount of clothes section in the womens but mens & kids as
well.The mens and kids section are normally at the back while the womens are
infront .Because probably their main aim is to attract the women customers .
The accessories & shoes will be at the second floor ,almost concurring the whole
floor of it.


Ground floor : Kids Section





















Ground floor: Mens section


















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While the womens,mens and kids section are on the ground floor,there are still
womens clothes on the first floor.Theyre more to the front while accessories
,shoes ,belts,bags and lingerie can be found at the back on the first floor.









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Womens section on the ground floor:








Womens Section on the first floor:
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Tables
There are a few tables on the first and second floor.The tables are usually near
the cashier ,opposite the cashier in the middle of the store and is next to the
mannequin display.There are also tables being put near the front section ,just
behind the mannequin display.But sadly there were no tables at the mens and
kids section.

On the ground floor ,the tables are normally filled with sale items or hot selling
items so it will probably attract the customers to look at the tables since is neater
with the clothes being fold and arranged nicely.
While on the first floor,the tables are usually for accessories .There are quite a
number of bowl of glass which are for the accessories on the table.There are also
shoes ,bags placed on a different table as well.

Ground floor:


































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First floor:



























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Cashier

Since there are two floors,there are also 2 cashiers.The cashier on the ground
and first floor is right in the middle of the store.Near the cashier are also items in
a box -like selling socks,beauty products and nail polishes.

First floor:
Ground floor:



Fitting Rooms/Storage
The fitting rooms and storage which has the sign keluar are right inside of the
store ,usually the last end.



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Displaying Merchandises
They display their merchandises in many different ways by placing handbags or
even clothes on the wall hanging rack.Denim pants are also placed on a wall tier
rack.Some items are placed on the table and gondola as well.





















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Wallpaper

The wallpaper in the ground floor varies with
section as the wall for the ground floor has each
color per wall.There is a different wallpaper in
the bohemian section which sells bohemian
clothes and a lady like section which is at the
front .
Also, the wallpaper at the kids section is covered
with pink stripes showing a children type of
look.As you can see,pink clothes are seen in the
picture matching well with the stripes wallpaper.














Story/Concept
The story /concept is only at the ground floor which is near the front of the store
which shows a lady like concept .The outfits in that section consists of florals,
soft pastel colors and light weight fabrics.


There are usually 4 -5 clothing items per wall and those 4 or 5 colors usually
match with one and another.















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Store Fixtures

You can find a lot of types of store fixtures in forever 21 such as
gondola,tables,nesting table and racks. Create focal points throughout the store so the
consumers eye can bounce from one focal point to the next and not be overwhelmed.
Sometimes, it only takes a small number of one type of fixture to create a feel.

Tiers Display Boxes
Nesting Tables


Tables
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Lighting
Their lights are in a chandelier.Lighting in the store are very bright which makes
the store shine.Lighting should do more than illuminate space.It can highlight the
merchandise and capture a mood that enchances a stores image.



















Store Sign
The store sign is big and bright enough to attract customers.Store sign can also
add personality ,beauty,and romance to a stores image.















The hangers are all the same type which are in black .Theyre made out of plastic.







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Conclusion

Even though the store can be slight messy but I like how it gives the shop a look that
it wont disappoint customers when they shop.As forever 21 have many type of
different clothing,from florals to denim to beach wear and sports wear as well.I also
like how the shops has 2 floors .Both floors sell different merchandise.There are also
forever 21 shops which conquer the whole building in other countries such as in korea
,japan and hong kong.Besides that,I also like how there are racks and racks of clothes
and you start to get overwhelmed and being indecisive on what to get.
Forever 21's product may not hold up as well as premium designer brands, but it looks
good enough for young women around the world.

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