Competitor Analysis

Started in Los Angeles in 1984, Forever 21, Inc. is now celebrated by many style conscious and trend-savvy shoppers. Voted as one of the top three teen shopping brands nationwide, Forever 21 offers a constant flow of fun and creative clothing designs and accessories for women, men and children. It also carries women’s footwear, lingerie, plus sizes, and cosmetics at bargain basement prices. Currently, Forever 21 operates over 480 stores worldwide including its ecommerce site. Capitalizing on its strengths of being faster and cheaper, Forever 21 is expanding its customer base to cater to all members of the family. The stores have extended its operation in different formats, which consists of Forever21 & XXI Forever, 21Men, Love21, Forever 21+ and Forever21 Girls. The stores are often found taking on better-located spaces and often-larger sized stores. In order to boast regularly low prices and frequent sales, Forever 21’s competitive success is largely dependent upon its ability to maintain low manufacturing and operation cost, which explains why majority of its apparel is manufactured in China. Similar to H&M, Forever 21 strives to have a positive impact not only within their stores and corporate family, but also upon hundreds of vendor manufacturing facilities throughout the world.
Founded in 1947, Hennes and Mauritz (H&M) is a Swedish multinational retail clothing company, which has around 2900 stores worldwide in 51 markets. H&M offers everything from the hottest trends to the best in basics for women, men, teenagers and children complete with shoes, accessories, cosmetics and a home interior concept. H&M’s business concept is to offer inspiring fashion and quality at the best price. Quality is of the greatest importance in H&M products. Also, sustainability is an integral part of H&M’s operations and they work actively to ensure a more sustainable chain of design, manufacturing and product handling for both the people and the