Do Won "Don" Chang and his wife, Jin Sook, moved from Korea to California in 1981 with hardly any resources. Chang worked various jobs, such as gas station attendant and janitor, to support his family.
Observing the success of those working in the garment industry, Chang and Jin Sook ventured into retail. In 1984, they opened their first clothing store, "Fashion 21," in Los Angeles.
Strategic growth:
Despite modest beginnings, Fashion 21 was a quick success, prompting the couple to expand. They rebranded their chain as "Forever 21" and opened new stores every six months in the United States, until they reached a worldwide presence with more than 600 stores.
Family-owned business:
Forever 21 remains a family business, with Chang as CEO, Jin Sook overseeing merchandise design and his daughters managing various aspects of the company. in fact in one of his speeches he made the following clear:
"For me, family is the most important thing. When people talk about the American dream, they talk about a better life. However, if the business is doing well but your family is broken, to me that's not success."
Recipe for success:
Forever 21's success is attributed to its low prices, its commitment to staying on the cutting edge of fashion and its agility to adapt to changing trends. Chang emphasizes customer focus and timely execution as key factors.
Despite its immense success, Chang keeps her feet on the ground and values the immigrant narrative behind Forever 21, considering it a symbol of hope for those who start small.
#casestudy #forever21
Leveraging the power of AI for fashion brands | SaaS Fashion & Retail
5moCongrats Donatella & team. Way to go in 2024 🚀