The one reason Forever 21 is dominating millennial fashion
View all Offers
OnePlus Nord 2 5G (Gray Sierra, 8GB RAM, 128GB Storage)₹ 29999Buy On
- 19% OFF
Redmi Note 10 (Aqua Green, 4GB RAM, 64GB Storage) -Amoled Dot Display | 48MP Sony Sensor IMX582 | Snapdragon 678 Processor₹ 12999₹ 15999Buy On
- 70% OFF
boAt Rockerz 255 in-Ear Earphones with 8 Hours Battery, IPX5, Bluetooth V5.0 and Voice Assistant(Active Black)₹ 899₹ 2990Buy On
- 18% OFF
Redmi 9 (Carbon Black, 4GB RAM, 64GB Storage) | 2.3GHz Mediatek Helio G35 Octa core Processor₹ 8999₹ 10999Buy On
OnePlus Nord 2 5G (Blue Haze, 8GB RAM, 128GB Storage)₹ 29999Buy On
Apparently, they not only like Forever 21 - they love it.Forever 21 came in at number 8 on the list of brands that matter to fashion-forward "It Girls." The retailer topped the survey's 'Love List,' which ranked brands based on their respective levels of familiarity and affinity, as well as how much people talked about the respective brands. Forever 21 beat out teen staples like Urban Outfitters and H&M.
Why would a brand that offers low-cost, low-quality apparel rank so high with fashionable teens?The answer might be simple: Forever 21 is targeting a girl who is not yet interested in purchasing quality clothes. She just wants to look good. And when that girl moves on, another crop of girls will enter Forever 21's throes.
Ultimately, the name "Forever 21" says it all. To a young woman who can't legally drink yet, turning 21 is the dream. (To an older consumer, being trapped in a 21-year-old's body forever probably sounds horrifying.) But Forever 21 is "aspirationally 21," as Liz Dunn, CEO of Talmage Advisors, put it to Business Insider earlier this fall.
This cheap, ephemeral fashion doesn't bother this consumer. After all, this consumer is more interested in spending money on technology and experience than apparel, anyway.This trend is ultimately "part of this whole generation that's kind of obsessed with taking selfies, showing the world what they're doing at every single moment," Dunn said to Business Insider.
Ultimately, she said that this allows young consumers to say, "'I have a really fabulous life because of all the places I've been and the things I've eaten and the people I've been with - that's almost worth more than what my outfit is.'"
And Forever 21 allows a young consumer to do exactly that at the whim of her latest purchase.
"You're attempting to get the looks for less, right?" Dunn said. "The consumer is aware that the brand is derivative - that's probably why they're buying it."
Of course, this philosophy isn't one-size-fits-all. Some millennial women - many of whose formative years were during the recession - are looking at what value means to them."I think that there's just very big shifts in terms of [what] consumers value, particularly with the millennial generation. They tend to be more value-based in terms of their purchasing behavior," Dunn said to Business Insider, noting that this trend was still in its nascency.The other confounding piece of the puzzle is how Gen Z and millennials famously care about brands that come packed with messages, and Forever 21 has historically been outed for its unethical working conditions. And this spring, the film "The True Cost" shed light on the invisible expenses that come with such affordable apparel. Yet on the surface, young people's affinity for cheap clothing has usurped the desire to combat the system. It begs the question: will these young people ultimately turn away from Forever 21?
Not any time soon. Because right now, cheap, accessible, and stylish clothing is alluring to many young women who maybe don't have the funds to buy couture clothing, or whose Instagram followers might notice if she repeats an outfit multiple times.
- Let budget bring resurgence, TN CM Stalin advises officials
- Tokyo Olympics: PV Sindhu bags bronze medal in women's singles badminton for India
- GST revenue collection for July rises by 33% with ₹1,16,393 crore
- Policy ignition: India's satellite navigation sector set for higher growth trajectory
- COVID-19 cases in Kerala are spiking due to good detection, better reporting and early easing of restrictions