RCS 261 VALS

I believe that the VALS Segments are very accurate. From their descriptions of innovators, thinkers, achievers, experiencers, believers, strivers, makers and survivors they seem to everything well thought out. Every definition i totally agreed with especially their description of experiencers.

I also believe that their definitions of target markets for stores were correct. My groups target market was Old Navy. I believe that this stores target is thinkers, achievers and experiencers. This is because although Old Navy has more conservative clothing it also has so items that are funky, and trendy.

When I took the VALS Segments test I was told that I am an innovator/ experiencer. I believe that this is definitely the correct classification for me. I like experiencing new things, i love new technologies, and i love to stay up to date with the latest fashions. Although I am a compulsive shopper, I would love to make an item instead of buying.

RCS 261- ABOUT FOREVER 21

Forever 21 was founded in 1984 by Don-Wan and Jin-Sook Chang in California. The shop's original name was Fashion 21, however they later changed the name to Forever 21. Within the first year of opening the company sales had risen from $35,000 to $700,000.

Since the beginning of the brand the owners have opened a new shop every six months, and by 1989 the store had expanded 5,000 square feet per store. By 1997 there were 40 Forever 21 stores and the company is now located nationally, with stores in Saudi Arabia, Canada, and Malaysia, to name a few. Average Forever 21 stores are now 9,000 square feet or more.

After the success of Forever 21 the company decided to open Forever XXI stores which sell men and women clothes and accessories. The company now has lines such as Forever 21, Forever XXI, For Love 21, Gadzooks, Heritage, and Twelve by Twelve.