I first visited a Forever 21 store roughly a decade ago, at the insistence of my two youngest daughters. I had never heard of the store, but they were insistent, even though it meant a drive of 40 miles to shop the one store that was open in the KC metro area at that time. We all three walked out with purchases. I bought a pencil skirt and a long scooped neck grey tee. I wore those items once.
Since that time, five local stores have opened, a sign of how the "fast fashion" concept has grown. The clothing is based on the most recent fashion trends presented at Fashion Week in both the spring and autumn of every year. It uses
Quick Response (QR) to improve manufacturing processes in the textile industry with the aim of removing time from the production system. The method was introduced in the early 1980s by the US Apparel Manufacturing Association to address a competitive threat to its own textile manufactures from imported textiles in low labour cost countries.
The concept of QR is now used to support "fast fashion" which creates new fresh products that draw a consumer back for consecutive visits. While traditional fashion seasons follow the cycle of summer, autumn, winter and spring, fast fashion cycles have compressed in shorter periods of 4-6 weeks. Consumers of fast fashion thrive on trends and fast fashion is considered to be the "supermarket" within the fashion industry. Cost is the consumer's primary buying decision.
Proponents of fast fashion would argue that bringing high fashion down to affordable levels democratizes fashion, though a 2008 New York Times
story asserted that only 10% of American consumers are hyper aware of designers. Some argue that it has spread the recognition of designers, though a number of them have brought suit against retailers like F21 for alleged violation of Intellectual Property rights. In a 2011 Business Week
article Scafidi, a copyright law expert, asserted that "Of the various fast fashion chains, Forever 21 is the one who treats liability as a cost of doing business."
Opponents of fast fashion argue that clothing of this quality contributes to textile waste, and in 2007 the documentary,
Made in LA, detailed a lawsuit brought by 19 garment workers who had been contracted to produce garments for Forever 21. Julie Su was the lead attorney in the case against the company. While F21 claimed that it wasn't responsible for conditions in factories where their clothing is produced, their business model creates and demands conditions that squeeze suppliers to get things done as quickly and cheaply as possible, without regard for workers. F21 settled out of court.
Today, because of changes in a trade agreement restricting garment exports from developing countries which expired in 2005, only 20-30 percent of F21 clothing is produced in LA. Much of its manufacturing has moved to China, Pakistan, and Vietnam. In one such factory, Susan Berfield reported that workers sewing grey cotton vests for F21 were finishing up a 10,000 piece order for which the seamstresses earned about 12 cents each.
I was surprised to learn that the chain was originally intended at first for middle-aged women! It was founded in 1984 by Korean businessman Do Won Change and his wife Jin Sook Chang. The original store sized at 900 square feet is still in operation in the Highland Park district of Los Angeles. Today, it has 480+ locations worldwide in the UK & Ireland, Belgium, Austria, France, Bahrain, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Saudi Arabia, Singapore, South Korea, Thailand, UAE, Puerto Rico and Costa Rica. Their largest store in Modesto, California covers 154,000 square feet over three levels. The company employs 35,000 and had a profit of $135 million in 2008.
The Changs are an American success story. From their humble beginnings delivering coffee and natural juice or dressing hair in Seoul, they moved to LA and worked menial jobs until they opened their first store with items produced by Korean-American manufacturers. Jin Sook Chang proved to have a sharp eye for trends and negotiation, and remains the head buyer for the company. The Changs are born again Christians. If I had made a purchase last Sunday, I might have walked out with a shopping bag referencing John 3 :16.
As I shopped loud music set the pace. I found many items had slipped off their hangers, though there were quite a few young male employees who seemed to tend to this. I loved the gallery of accessories, but found that the layout of the store was disorienting. No sooner had I thought that I'd visited every display, I would turn around and discover a section I had seemingly overlooked. The one item I thought I might purchase, a 4.95 bandeau, was such a popular item that day that I couldn't get close to the display. There was a long line to pay. And just as on my last visit with my daughters last year, there was a guy nearby ostensibly hanging up stock, but personally I'm convinced he is there to say flattering things about the items shoppers about to purchase.
Much as I am attracted to some of the items pictured in my video, and the prices that are competitive to thrift store prices, the impulse to buy was similar to the feeling I had as a kindergartner in a candy store with a nickel in my sweaty hand. Let's say I bought cotton candy with it--it dissolves in the mouth and leaves your hands sticky. And that was my experience with the two items I purchased a decade ago--they disintegrated in the wash. Only rarely do I come across F21 items in thrift stores.
If I were a teenager shopping with my first paychecks, I would likely shop this store, but as a middle-aged consumer who may be a cheapskate, I look for items that last. Has your experience with F21 been better than mine?
My score on Wednesday's questionnaire was 62.