"Forever 21 into London"

Forever 21 is a family enterprise, due to its "update fast, cheap" by the United States the characteristics of the young women like. The brand of the earnings of 2008 reached $135000000, and the clothing store pricing never more than $65. Brand founder Do Won "Don" Mr. Chang is has reached 1 billion us dollars, and the conquered the United States and the far east market fast fashion brand will this month in London.

Forever 21 brand market director Linda Chang is Do Won Chang sir little daughter, only 29 years old that she described the next fashion trends: printing, the holiday feeling, Nancy. She wears a Forever 21 son pants, carry the Chanel bag, hand was still wearing Balmain bracelets, said that, "we store have priced below $20 of the inclined shoulder skirt, t-shirts, but for us, important is not the price, but the brand value concept of transmission."

In the Forever 21 in Beverly hills area of 45.000 square feet of the store, the customers are carrying large shopping bag, the choose and buy their own want to dress, a lot of people hardly look at the price. And brand on YouTube video download rate of up to 2 million people, visible brand's popularity does not small.

Don Chane and his wife Jin Sook in 1981 from Korean immigrants to California, was just 18 years old at the time. When he at a local gas station, he noted that people do fashion retailing work on very expensive car. Then three years later, he left home in place not far away his first store. He said: "I think Forever 21 can make such a big success, to me it's such a great blessing, and this is like my American dream came true." Forever 21 first years of sales from $35000 to $700000 growth, 5 years opened 11 shops, at present in the world of shops has amounted to 440. But until now, the earliest open shop or remain the same, it seems like Forever 21 brand of history museum.

And Forever 21 of the developing also experienced all kinds of challenges. In 2001, a factory worker collective strike for better work environment, and this time was also recorded in the movie won an emmy Made in LA. In 2007, Diane von Furstenberg the brand in court, accused the copy her design, and Gwen Stefani, Anna Sui nearly 40 have accused a brand Forever 21 copying the design. But all of the accused, Forever 21 have not been successful charges. Mr. Don Chang said: "I think the problem is we always easily believe our clothing supplier will not copying someone else's design, then I will learn to Don't blindly believe in others."

Forever 21 brand declared this year to accuse blogger Rachel Kane, because its openly mocked Forever 21 brand of clothing. And this move in online cause heated discussion, many people Forever 21 through its large group identity threatening others, and Rachel Kane is back way: "my lawyers and I don't allow Forever 21 with silence as threatening brand weapon." And Linda Chang vision of this is: "we are not your production in all the dress, but in the third party contract we have clearly indicate the rules to prevent infringement. We welcome all comments online, because they are in some extent helped us grow. We are very serious about every design, a lot of people feel fast fashion clothing is just lost, but we hope for consumers to create value. As a family brand, almost every day we are talking about the design of the company, even on the table is also discussed the design of dress."

Mr. Don Wang is a very devout Christian, he at your desk is placed on a bible, and each Forever 21 of the shopping bag splay department are printed with "John 3:16" holy word, Don't know in England so a for religious beliefs hold irony of the country attitude, consumers will be printed in the shopping bag how about the faith? If the customer like Forever 21 brand of clothing, belief should have no problem, but to be a firm foothold in the UK market or not too easy, from H&M such high street brand of fierce competition is also a quite a challenge.