Shopping Anthropology-Forever 21
Forever 21 is a well-known American retail clothing branch. They are located in different major cities such as Europe, Asia, America and also the
Middle East. Its first presence in the market was on April 21, 1984 but instead of Forever 21 it was called Fashion 21. This was the year that this extravagant retail company was founded. Their headquarters and also there first store that opened in the mall is located in Panorama City, California. The most recent revenue figure this company provided was in 2011 with 2.6 billion American dollars. The number of locations is 480 as of 2011 as well. Forever 21 present there cloths, accessories, active wear, swimwear, handbags, and shoes for young women and men to dress fashionable and feel great about themselves. |
Forever 21 is very interesting for a person who read about Paco
Underhill’s theory and steps a foot into this retail company. They have more
than just Underhill’s theory to lure the guests into the store. By analyzing the
“Decompression Zone,” when a guest first walks into Forever 21, there is about a
ten feet open space, with white flooring that makes the guest feel like it is a
calm and relaxing area. To the right, left and straight there are a lot of
cloths that are displayed in specific ways to pull a person into the deeper end
of the store. The right side of the entrance has nice clothes for women. The
“Invariant Right” is well marked and the preparation of Forever 21 shows that
the visual team knew what they were doing by counting on Underhill’s theory and
boosting it up a step. When the guest is taking that half turn to the right and
observing the clothes that are hung in front of them they come to see that there
is an escalator in front of them. This is the retail company’s way of pushing
the guests upstairs to where the shoes and accessories are located. The men’s
section is also located upstairs but what is interesting to know is that there
aren’t any cash registers upstairs. If a guest wants to purchase something this
proses would have to be done downstairs. Now the guest been upstairs and they
want to pay for an item. They go back downstairs and a set of clothes that are
folded on a table right under the escalator where they are going to pass by.
This is the “petting” trick that Forever 21 has laid out for the guests. The
customer passes by and unconsciously slides there hand on the shirts or pants
that are being displayed. This might catch their attention. But if it does not
then the store has another trick up there sleeves. The “Butt-brush” is not
missed in this store. So many items are close to each other that a guest will
notice some items that are below their waists that are touching their bottom or
even their hips. These spots in the store are comfortable to get thought but yet
it is small enough to make a person notice the items. Before a guest reaches the
cash wrap, there is a line they need to stand in. Forever 21 also took advantage
of is area by placing small items like little bags or nail polish so guests to
see them and purchase them last minute. In this line groups of friends or family
members negotiate and decide if they want the items or not. The younger
generation usually comes together in this spot to compare and show there items
to one another. Finally I come to a conclusion that in this retail store, the
manager, visual team and all the workers of Forever 21 that help in the
designing of the store fallow Paco Underhill’s theory and also add their ideas
and twist to it.
Underhill’s theory and steps a foot into this retail company. They have more
than just Underhill’s theory to lure the guests into the store. By analyzing the
“Decompression Zone,” when a guest first walks into Forever 21, there is about a
ten feet open space, with white flooring that makes the guest feel like it is a
calm and relaxing area. To the right, left and straight there are a lot of
cloths that are displayed in specific ways to pull a person into the deeper end
of the store. The right side of the entrance has nice clothes for women. The
“Invariant Right” is well marked and the preparation of Forever 21 shows that
the visual team knew what they were doing by counting on Underhill’s theory and
boosting it up a step. When the guest is taking that half turn to the right and
observing the clothes that are hung in front of them they come to see that there
is an escalator in front of them. This is the retail company’s way of pushing
the guests upstairs to where the shoes and accessories are located. The men’s
section is also located upstairs but what is interesting to know is that there
aren’t any cash registers upstairs. If a guest wants to purchase something this
proses would have to be done downstairs. Now the guest been upstairs and they
want to pay for an item. They go back downstairs and a set of clothes that are
folded on a table right under the escalator where they are going to pass by.
This is the “petting” trick that Forever 21 has laid out for the guests. The
customer passes by and unconsciously slides there hand on the shirts or pants
that are being displayed. This might catch their attention. But if it does not
then the store has another trick up there sleeves. The “Butt-brush” is not
missed in this store. So many items are close to each other that a guest will
notice some items that are below their waists that are touching their bottom or
even their hips. These spots in the store are comfortable to get thought but yet
it is small enough to make a person notice the items. Before a guest reaches the
cash wrap, there is a line they need to stand in. Forever 21 also took advantage
of is area by placing small items like little bags or nail polish so guests to
see them and purchase them last minute. In this line groups of friends or family
members negotiate and decide if they want the items or not. The younger
generation usually comes together in this spot to compare and show there items
to one another. Finally I come to a conclusion that in this retail store, the
manager, visual team and all the workers of Forever 21 that help in the
designing of the store fallow Paco Underhill’s theory and also add their ideas
and twist to it.