PERSONALITY AND THE SELF:

“Our target customers are people in their 20s. Old people wanted to be 21 again, and young people wanted to be 21 forever.”  (Do Won Chang)

Self-image is the idea of one’s abilities, appearance and personality. “You’re always with yourself, so might as well enjoy the company.” Forever 21 is an American fast fashion retailer, popular due to their daily updates in trends and low pricing. I have been shopping at Forever 21 for the past four years and I’ve not been more confident about any other fast fashion brand. They have over seven hundred stores worldwide and also easily accessible on online retail. There are new products updated daily at each store throughout the world so that they can keep their regular customers satisfied and returning. Forever 21 stores are usually very spacious and they have a lot of variety displayed in their store from clothes to accessories. They are really trendy with their designs and also reasonably priced which explains their wide and regular customer base.

Even though Forever 21 is a billion dollar company, it is still a family run business. It was the dream of two Korean immigrants in the United States of America who started with one store and from thereon it has really picked up business over thirty years and is now a very well known brand in the fashion industry. The story of the Changs who founded Forever 21 is really inspiring and they’re a great example of the American dream. A lot of people draw inspiration from their story especially the immigrant community in the USA, this influences

Fashion is one of the biggest industries in the world and is ever changing. A person often derives self-confidence from what they wear. Appearances may be deceiving but to make a good first impression it is important to be dressed well and dressed right for the occasion. There are millions of fashion trends and brands in the world and they are only evolving and changing on a daily basis, this puts a pressure on society to keep up with the ongoing trends. This also creates pressure to pursue Ideal Self who is trendy and fashionable and up-to-date. The products at Forever 21 aims to breach that gap between the Actual self and the Ideal self

Recently Forever 21 had a collaboration with the Hollywood star Megan Fox, who exudes qualities that most women would picture in their ideal self. Campaigns that involve celebrities are always a a great success, because targeted customers usually draw the idea of their Ideal Selves from said celebrities.

REFERENCE:

S Solomon, M., Russell-Bennet, R. and Previte, J. (2018). Consumer behaviour. 4th ed. P.Ed Australia.

Guided Selling. (2019). Impact of Celebrity Endorsement on Consumer Buying Behavior. [online] Available at: https://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumer-buying-behavior/ [Accessed 27 May 2019].