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The latest news, events and reviews in fashion wear. As Forever 21 continues to rocket into the 21st century, competitors are undoubtedly trying to decode the fast-fashion chain’s successful formula. Low prices? Get the latest coupons available. Trendy merchandise that cycles in and out of stores on a daily basis? Super-size stores modeled after the 86,000-square-foot location that recently opened in Cerritos? Forever 21 has all that, but the real secret weapon may be a couple of women who look as if they’re barely out of high school. Linda Chang, 28, and her sister Esther, 23, the Ivy League-educated daughters of Forever 21′s Korean American founders Don and Jin Sook Chang, seem to have the stylish eye and marketing savvy to take the $2-billion brand into the future and make it a competitor on a global level with European fast-fashion giants H&M, Mango and Zara. Find Forever 21 locations near you.
The Chang sisters joined the L.A.-based company a little over a year ago — Linda to run the marketing department, and Esther to spearhead visuals, including graphics, store displays and window design. Linda is the quintessential young professional in Alexander Wang boyfriend jackets and Forever 21 jeans, cooking lasagna on weekends for friends in her Hollywood apartment. Esther, the Gen Y younger sister in Forever 21 denim shorts, a TopShop flannel shirt and American Apparel knee-highs, still lives at home with mom, who is Forever 21′s chief merchandising officer, and dad, who is chief executive. See the new arrivals at Forever 21.
If this is the first time you’re reading about the sisters, it’s because the company has shied away from courting the media. A reporter visiting Forever 21′s downtown L.A. headquarters is admitted only to the lobby and a conference room. The building doesn’t even have a sign outside. But now the Chang sisters, best friends who are “pretty much inseparable” when they aren’t traveling, are talking — and they are such perfect faces for the brand, you wonder why they haven’t been out front all along.
“Forever 21 offers great, trendy merchandise at low prices, and it turns very quickly,” said Michael Stone, president and chief executive of brand licensing and consulting firm Beanstalk Group in New York. “The customer likes shopping there more than Wal-Mart, Target and Kohl’s because of the experience. It’s brightly lit, there’s merchandise all over, there’s a hip and cool aura.” Author: Booth Moore, Los Angeles Times Fashion Critic.
