Forever 21 Target Market: The target market for Forever 21 has grown throughout the past

several years as the company has taken on men’s wear and plus size clothing to its original
ladies size demographic. In addition to the size ranges growing, the age of customer for
Forever21 has seen a change as well, with the company starting to cater to “all members of the
family — not just teens” (Bhasin). What can be seen more commonly throughout Forever 21’s
brick-and-mortar locations is their original age demographic of, “18- to 24-year-olds”, similar to
many other popular teen retailers targeted age range. However, as young teens become more
interested in dressing older, the age range starts to get larger and the starting age for Forever
21’s target market could begin as young as twelve years old. The geographic location of the
targeted Forever 21 customer is anywhere in the world because the company has stores spread
across the globe and caters their styles to the climates of each location. As the age range grows
the family type of the targeted customer also begins to differ. Younger teens could have several
siblings but no children themselves, and the young adults could have up to two or three kids.
The income is also affected by this with the younger end of the age demographic having their
parents income to spend, so up to $100,000 while the young adults could have as low as less
than $20,000 a year. Keeping in mind though, Forever 21 is a fast-fashion affordable retailer, so
their pieces are on the more cost-effective side rather than having higher quality pieces that
will last a long time. The lifestyles of Forever 21’s target market could include young teens who
attend school, as well as the older teens and young adults attending school and possibly
working a part-time job. The parents lifestyle would include working a full-time or part-time
job.. In their free time, the target market might like to spend time with their friends, going to
the movies, going out to eat or out with friends, and shopping. Forever 21’s target market is
motivated by price and being fashion-forward; they want pieces that will make them look like
they keep up with trends but will not necessarily last for longer than one wash. Lastly, this
target market includes up to 1 billion people across the globe as this includes all genders,
people aged 12-24 and their parents or grandparents.

Resources: https://www.businessinsider.com/forever-21-dominating-teen-retail-market-2013-3
http://www.un.org/en/development/desa/population/publications/pdf/fertility/12_66976_ado
lescents_and_youth.pdf