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  1. Rajesh
    October 2, 2019 @ 12:49 pm

    My learnings,
    Stay Focussed , stay alive .
    Nothing is Forever , not even Forever 21😉.
    Excellent article .


  2. Jayesh Khabar
    October 3, 2019 @ 5:59 am

    Hi Ritesh,

    Something that I am confused about or looks contradictory in your blog above.

    You say that F21 diversified into menswear, maternity, kids wear, etc. In the new few paragraphs you mentioned they didn’t mature enough with their original teenage female audience.

    Seems like an antithesis! Just wanted to get better clarity

    Jayesh Khabar


    • retailritesh retailritesh
      October 3, 2019 @ 9:55 am

      Dear Jayesh,
      the reason f21 (short) was loved by teenage since it fulfilled their aspirations for looking glam by providing them fashionable outfits at low prices. However, you cannot do that to all categories like athleticwear, men, plus size women, etc. There is a thin line between focus boutique format to large departmental stores. F21 stretched themselves too far. Had they been more focussed on teens or even teenage men and had scaled their brand to appealing millennials (teenagers growing to become millennials) and stayed focus on the quality of the outfits then they would have written a different story.


  3. Mostafa
    October 4, 2019 @ 7:31 pm

    Hi Ritesh,
    I don’t think so they lost the focus, am sure they lost the plan whenever you want to extend and start trading with the different category you need to plan well and know your competitors, is the extension will increase your profile , as well as the same team can know the new customers whoever will start inter forever 21 outlets. I think its all about planing. and a piece of knowledge the target..


    • retailritesh retailritesh
      October 6, 2019 @ 8:12 am

      dear Mostafa,
      thanks for sharing your thoughts. With Focus, I meant that when you scale your business, you need to keep the core customer segment and core promise in mind. You cannot introduce a fast-fashion concept in categories like athletic leisure etc.
      Yes you are right, it is a function of right planning and striking the right balance. Stay connected and subscribe to the blog to receive interesting updates and insights in your mailbox.



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