A Craving for Fashion
J
P
L
S
A Craving for Fashion
Bringing Forever XXI to Greenville
Prepared for
Do Wan Chang, CEO
Forever 21, Inc.
Los Angeles, CA 90058
Prepared by
JPLS Consulting
Lauren Cosnahan
Paige Hardaway
James Keel
Shari Young
12/5/2011
JPLS Consulting
1001 East Fifth Street
Greenville, NC 27858
December 5, 2011
Do Wan Chang, Founder/CEO
Forever 21, Inc.
2001 South Alameda Street
Vernon, CA 90058
Dear Mr. Chang:
We would like to formally present you with the following proposal to expand Forever 21 Inc. to
include a location in Greenville, North Carolina. JPLS Consulting took the initiative, based on
what we believe is a need for fashions provided by the flagship store, Forever XXI, to research
the feasibility of this venture.
Our research uncovered the popularity of Forever 21 in a city that is roughly 100 miles from the
nearest store. The initial inquest began with the presence of a Forever XXI demographic in
Greenville in part because most Greenville citizens are young women between the ages of 15 and
29 due to the location of East Carolina University, Pitt Community College, and various public
schools. However, based on the current limitations on shopping in the area, we concluded that a
Forever XXI, with its expanded departments, would fare well in Greenville.
JPLS Consulting also did the work of researching a potential location, and found an excellent
contender: a former Circuit City building in a shopping center (University Commons) wellequipped to accommodate the business flow of a Forever XXI.
Our primary resource was a survey conducted among East Carolina University students. We also
researched demographics and statistics provided by the local census to determine if the market
would be profitable for the company. The results were favorable for opening a Forever XXI in
the City of Greenville.
We thank you for the opportunity to consider this proposal, and we hope by the time you
complete the review of this proposal, you will feel as excited as we do in expanding Forever 21,
Inc. into Greenville. We will be available any time hereafter to answer any questions that may
arise or address any of your concerns at (252) 294-4100 or via email at consulting@JPLS.com.
Sincerely,
Lauren Cosnahan
JPLS Representative
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Table of Contents
Letter of Transmittal ........................................................................................................................ i
Executive Summary ....................................................................................................................... iii
Introduction ..................................................................................................................................... 1
Purpose and Scope ...................................................................................................................... 1
Assumption ................................................................................................................................. 1
Methods....................................................................................................................................... 1
Limitations .................................................................................................................................. 2
Criteria ........................................................................................................................................ 2
Location .......................................................................................................................................... 2
Competition- University Commons ............................................................................................ 2
Competition- Pitt County ............................................................................................................ 3
Facilities ...................................................................................................................................... 4
Transportation ............................................................................................................................. 5
Economic Factors........................................................................................................................ 5
Demographics ................................................................................................................................. 6
Target Market.............................................................................................................................. 6
Pitt County .................................................................................................................................. 6
Conclusions and Recommendations ............................................................................................... 7
References ....................................................................................................................................... 9
Appendix A ................................................................................................................................... 10
Appendix B ................................................................................................................................... 11
Appendix C ................................................................................................................................... 12
Appendix D ................................................................................................................................... 13
List of Illustrations
Figure 1 ........................................................................................................................................... 4
Figure 2 ........................................................................................................................................... 4
Table 1 ............................................................................................................................................ 3
Table 2 ............................................................................................................................................ 5
Table 3 ............................................................................................................................................ 6
Table 4 ............................................................................................................................................ 7
Table 5 ............................................................................................................................................ 8
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Executive Summary
Forever 21’s slogan is “A Craving for Fashion,” and the Greenville, NC community is craving
just that. The city is known as the home to East Carolina University, which as a result is also the
home of mainly young men and women. Greenville has some fashion options available, but
nothing on the level of what a Forever XXI would offer. We at JPLS Consulting believe the
solution is to open a Forever XXI at University Commons off Greenville Boulevard.
1. A market exists in Greenville that would prove profitable to Forever 21, Inc.
 In spite of the national economic downturn, consumers are still actively shopping
for fashion apparel in Greenville, North Carolina.
 Most shoppers spend $10-$100 dollars on a given shopping trip.
 Consumers are shopping at least once a month, and as frequently as several times
a week.
 Surveys indicate an interest in Forever XXI merchandise.
2. The city of Greenville hosts the target demographic.
 A majority of citizens are men and women aged 15-29.
 Populations also exist to cater to plus sizes, girls’ youth sizes, and maternity wear.
3. The prime location is currently available.
 University Commons has an available space with sufficient square footage.
 Easily accessible by the target demographic; East Carolina University Transit and
GREAT (Greenville Area Transit) serve the location.
 Businesses within the University Commons shopping center act as a lure for
shoppers.
 Ample parking exists at this location.
 It is adjacent to a main highway—Greenville Boulevard—which runs through
Greenville and connects Pitt County.
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A Craving for Fashion: Bringing Forever XXI to Greenville
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Introduction
Forever 21’s slogan is “Satisfying a Craving for Fashion.” JPLS Consulting believes there’s a
desire in Greenville, North Carolina for vogue fashion; a craving that would be fulfilled by
Forever 21, Inc.
Purpose and Scope
Forever 21 is a hip, trendy retailer of primarily young women’s clothing that would bring more
shopping options to the citizens of Greenville. As the home of East Carolina University, Pitt
Community College and a number of high schools, Greenville is home to target demographic of
a Forever XXI, thus making it a prime location.
The desire to maintain a fashionable wardrobe is a typical concern for young men and women,
especially those who reside in a location that boasts an active nightlife and the social pressure of
a dense population of peers. Forever XXI, with its moderately priced retail fashion, would be the
perfect solution to the lack of shopping options in the area.
We at JPLS Consulting are recommending the opening of a Forever XXI as opposed to a Forever
21 that is only marketable to the junior women’s demographic. The locations we have scouted
around Greenville can support not only the primary demographic, but also the fringe
demographics of young men’s, girls’ youth sizes and plus sizes offered by Forever XXI. It is our
intention to encourage the opening of a Forever XXI store in Greenville, NC in Pitt County.
Assumption
Based on the predispositions of young, college-aged shoppers in Greenville, a Forever XXI
storefront would be successful and a boost to Pitt County’s economy during this somewhat
volatile economic state. Given the affordability of the fashions offered by Forever XXI, it is the
opinion of JPLS Consulting that this would be not only a profitable choice for Forever 21 Inc.,
but also a reasonably priced shopping solution for the young citizens of Pitt County.
We focused our research on the previously mentioned demographic, young women, in order to
gain perspective on the shopping habits among those at East Carolina University. We used this
information under the assumption that the results would reflect the findings of Pitt Community
College students and non-students of the same age, had they been interviewed as well. Although
we intend to include the male market and that of girls younger than those surveyed, we feel that,
had we interviewed those groups, the results would not be significant enough to distort the
findings to the point that a Forever XXI would not be warranted in Pitt County.
Methods
Our initial research and the reason we began perusing this proposal came from an article about
the initiatives and success of Mr. Do Wan Chang in Bloomberg Businessweek magazine.
A majority of our sources come from online reports and articles. Personal surveys were
conducted in order to obtain the opinions of the target demographic. Census information was
also used in order to compare the target market to the population of Pitt County.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Limitations
JPLS Consulting, due to time and resource restrictions, had to limit our personal surveys to
include only the primary demographic while unfortunately bypassing the opinion of the Forever
XXI “fringe” demographics: men and elementary-aged girls.
Due to the fact that Forever 21 Inc. is a privately-owned company there is little information
available to the public regarding the operations necessary to launch a new storefront.
A lack of real-world experience in business also presents restrictions to JPLS Consulting in this
scenario. Three of our consultants are business majors; the fourth is an English major with a
prior Associate’s degree in Fashion Merchandising. Of the business majors, two are specializing
in Marketing and the other in Management. Although these diverse backgrounds provided for a
multitude of professional approaches, the lack of professional business experience did hinder the
development process.
JPLS Consulting attempted to retrieve information specific to the location we had in mind for
our store, however multiple attempts to reach the realtor, Pam Harrelson, were met with limited
response. Our initial email was unanswered, and a phone message was passed to an associate,
Sue White. Ms. White called back but we were unavailable to take her call. When we called back
and left a message with specific questions, she did not respond. In addition, the original leasing
management company, Centro Properties Group, was bought by Blackstone Real Estate Partners
VI L.P. and renamed Brixmor Properties Group Inc. These changes in management perhaps lead
to the communication difficulties we encountered.
Criteria
The focus used during the course of this investigation was on rival businesses, in both the
immediate area and county-wide, that might contest and/or benefit from the establishment of a
Forever XXI. Additionally, the criteria were based on the location of our proposed storefront, the
accessibility to on-campus students, and the economic influences of greater Pitt County on
opening a Forever XXI. Finally, research conducted by our consulting firm also relied on
demographic information provided by Brixmor’s website as seen in Appendix D, as well as data
from the U.S. Census Bureau (2010) to determine if local demographics coincided with Forever
XXI’s target market.
Location
Competition—University Commons
University Commons, located at the intersection of Greenville Boulevard and Evans Street, as
seen in Appendix A, is home to a wide variety of retailers and restaurants. Some of the
establishments in the area have a demographic similar to that of Forever XXI. Instead of viewing
this as an obstruction to possible business at our proposed site, we at JPLS Consulting, see it as
an opportunity for shoppers to expand their options without traveling an exceptional distance to
shop. In other words, the presence of a Forever XXI would make University Commons a “onestop-shop” for the fashion needs of men, women and children.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Our survey data, as seen in Table 1, shows that TJ Maxx, a fashion outlet retailer also located in
University Commons, is a popular shopping site for our target demographic. In the case of outlet
and bargain retailers, shoppers tend to visit multiple locations in search of multiple deals. So, in
the case of University Commons, a Forever XXI would add to the options of bargain hunters
going store-to-store in their pursuit of great deals.
In addition, University Commons offers the shopping opportunities of Target, Dress Barn, Shoe
Carnival, Barnes and Noble, Harris Teeter, and Casual Male, among others.
Competition—Pitt County
Greenville Mall, located about a mile away from our proposed site, might serve as the largest
source of competition, due to the variety of popular fashion retailers. In our research we have
found that American Eagle, Belk, Charlotte Rousse, Express, JCPenney, Maurice’s and New
York and Co., all of which are located in the Mall, are top stops for our demographic.
We at JPLS Consulting have chosen NOT to open a Forever XXI location in Greenville Mall for
a variety of reasons. Foremost, while scouting locations around the greater Greenville area, we
found that no available sites in the Greenville Mall would reasonably accommodate a Forever
21, let alone a Forever XXI. As evidenced by the reputation of large retailers outside of the mall
(e.g. Kohl’s, Ross), we believe that a Forever XXI would prove profitable at a location outside of
the Greenville Mall.
Table 1. Variety of shopping opportunities in Greenville, NC.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Facilities
The square footage of the building in question can most certainly accommodate a Forever XXI.
The average size of a Forever XXI is 24,000 square feet, a statistic no available mall facility
could provide. The proposed building hosts anywhere between 22,000 and 28,500 square feet of
sales space; depending how much of the facility is used for storage, employee relief areas, and
office space, etc.
Because the building is located at the end of the shopping strip, it is privy to a parking area that
is likely to be used exclusively for its own customers. Also, if customers wish to do so, they
might park near any of the other shopping locations within University Commons and walk
between their intended destinations.
As the former location of a Circuit City, the building, as seen in Figure 1, features the company’s
signature red block storefront design above the entrance. This would have to be altered to better
suit the Forever XXI business model, shown in Figure 2, and barring any restrictions by the
building’s owners.
Figure 1. Storefront of proposed location.
Figure 2. Possible makeover for proposed storefront.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Transportation
University Commons is conveniently located on the East Carolina University Transit Route 303
Blue. This would make the location readily available to East Carolina students living on campus
or otherwise without access to their own form of personal transportation. The convenience of this
transit system makes Forever XXI accessible to its target demographic.
Additionally, GREAT (Greenville Area Transit) also services stops at University Commons.
Routes also include downtown and the outer fringes of Pitt County, potentially bringing business
into town and boosting economic activity.
Economic Factors
Given the recession of 2008, and the sluggish economy we are currently experiencing, JPLS
Consulting, in addition to professional economists, feel it is necessary for businesses to take
risks. We feel that the addition of a Forever XXI to the economic community of Pitt County and
Eastern North Carolina would boost growth of the market.
Pitt County has a poverty rate of 25.5%, versus a North Carolina rate of 16.2%. This census is
designed for permanent residents however, and does not include the non-permanent residents
that compromise a majority of the target market—students. A majority of incoming freshman for
the 2010-2011 school year moved here from Wake County, North Carolina, which has a poverty
rate of only 10.2% which is far less than the state average. In sum, non-permanent resident
students are coming from wealthier parts of the state to gain access to higher education, and
these students are members of the prime demographic we’re appealing to with the addition of a
Forever XXI in Greenville.
Our surveys to ECU students, found in Appendix B, show students shop at least once a month,
and most shop several times a month as shown in Table 2. Almost no one spends less than 10
dollars, which could easily be done at a Forever XXI, but is not likely to be done based on the
habits of East Carolina University student shoppers as shown in Table 3.
Table 2. Information regarding shopping trips per month.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Table 3. Representation of surveyed students shopping expenditures.
Demographics
Target Market
The main demographic for women’s junior sizes can range from students in middle school to
college-aged young adults. Forever XXI has a wide variety of styles, as well a wide variety of
sizes, which can reach outside the typical demographic. For example, professional style clothing
at a low price can appeal to women just out of college and entering the work force.
One of the advantages of opening a Forever XXI as opposed to a Forever 21 is the wider range
of choices for women, including the newest offering—maternity clothing.
Additionally, Forever XXI has options for men. Styles for men focus mainly on the scope of
casual wear with a few accessories, such as ties and hats, with just a few semi-professional
options. The age group for these young men could be anywhere from 14-25.
A few Forever XXI stores also cater to the girls’ youth market. These clothes can be sold to
elementary-aged schoolgirls, aged 5-12.
Pitt County
Within 10 miles of the proposed site for our Forever XXI, 29 percent of women aged 15 to 29
reside, as seen in Table 4. This is made up of mostly college students at East Carolina University
and Pitt Community College, and directly correlates with the primary demographic of a Forever
XXI.
A Craving for Fashion: Bringing Forever XXI to Greenville
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Table 4. Demographics within a 10 mile radius of proposed location.
Over half of the women within the same 10 mile radius are of child-bearing age, which may
appeal to a potential maternity market. Pitt County birth rates are on par with the national
average.
The men’s market in the area is similar to the women of the same age; 28.9 percent of the
population within 10 miles of the proposed site is men ranging in age from 15 to 29.
A market exists for elementary-aged girls, as well. Within the same 10 mile radius, 11.4 percent
are girls aged 5 to 14.
This only includes the marketable demographic provided by Brixmor Properties Group, which
can be found in Appendix D, within a 10 mile radius of the proposed site at University
Commons. We at JPLS Consulting believe a market exists beyond this area. In Pitt County there
are 12 elementary schools, four middle schools, three high schools, four colleges, and nine
private schools. These establishments of education all cater to our target demographic and exist
within 15 miles of the proposed location.
Conclusions and Recommendations
Based on information retrieved by JPLS Consulting, we believe there is great potential for
Forever 21, Inc. to expand their market into the greater Greenville area.
1. A market exists in Greenville that would prove profitable to Forever 21, Inc.
 In spite of the national economic downturn, consumers are still actively shopping
for fashion apparel in Greenville, North Carolina.
 Most shoppers spend $10-$100 dollars on a given shopping trip.
 Consumers are shopping at least once a month, and as frequently as several times
a week.
A Craving for Fashion: Bringing Forever XXI to Greenville

8
Surveys indicate an interest in Forever XXI merchandise as shown in Table 5.
2. The city of Greenville hosts the target demographic.
 A majority of citizens are men and women aged 15-29.
 Populations also exist to cater to plus sizes, girls’ youth sizes, and maternity wear.
3. The prime location is currently available.
 University Commons has an available space with sufficient square footage.
 Easily accessible by the target demographic; East Carolina University Transit and
GREAT (Greenville Area Transit) serve the location.
 Businesses within the University Commons shopping center act as a lure for
shoppers.
 Ample parking exists at this location.
 It is adjacent to a main highway—Greenville Boulevard—which runs through
Greenville and connects Pitt County.
Table 5. Formal representation of interest in a Forever 21.
A Craving for Fashion: Bringing Forever XXI to Greenville
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References
Berfield, Susan. "Forever 21's Fast (and Loose) Fashion Empire - BusinessWeek." Businessweek
- Business News, Stock Market & Financial Advice. Web. 5 Sept. 2011.
"Brixmor." Splashpage. Web. 01 Dec. 2011.
"Demographics - Radius." Chart. Brixmor. Web. 11 Nov. 2011.
"ECU Fact Book 2010-2011." ECU Academic Affairs. Web. 5 Nov. 2011.
Forever 21 Inc. Www.forever21.com. Web. Sept. 2011.
"Model-based Small Area Income & Poverty Estimates (SAIPE) for School Districts, Counties,
and States - U.S. Census Bureau." Census Bureau Home Page. Web. 26 Oct. 2011.
"Pitt County QuickFacts from the US Census Bureau." State and County QuickFacts. Web. 26
Oct. 2011.
"Sit Plan & Roster." Map. Brixmor. Web. Oct. 2011.
A Craving for Fashion: Bringing Forever XXI to Greenville
Appendix A
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A Craving for Fashion: Bringing Forever XXI to Greenville
Appendix B




JPLS Consulting Survey
How often do you go shopping for clothing and/or accessories (circle one)?
o Once a month
o Two to three times a month
o Once a week
o Two or more times a week
How much do you spend on a typical shopping trip (circle one)?
o Under $10
o $10-$49
o $50-$99
o $100-$199
o $200 or more
What stores do you frequently shop at in Greenville (check all that apply):
o Aéropostale
o American Eagle
o Belk
o Catalog Connection
o Charlotte Rousse
o Ché Bella Boutique
o Express
o Fusion
o JC Penny
o Kohl’s
o Maurice’s
o Monkee’s of Greenville
o New York and Co.
o Ross
o TJ Maxx
o Other (please list)_________________________________________
Do have any interest in a Forever 21 opening in Greenville?
o Yes
o No. If so, why not?________________________________________
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A Craving for Fashion: Bringing Forever XXI to Greenville
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Appendix C
Survey Data
n=40
Shopping Trips Per Month
Total
Zero Times Per Month
0
Once a Month
12
Two-Three Times a Week
15
Once a Week
9
Two or More Times a Week
4
Percentage
0%
30%
38%
23%
10%
Total $ Spent Per Trip
Under $10
$10-$49
$50-$99
$100-$199
$200 or more
Total
0
13
13
10
4
Percentage
0%
33%
33%
25%
10%
Locations of Shopping
Aéropostale
American Eagle
Belk
Catalog Connection
Charlotte Rousse
Ché Bella Boutique
Express
Fusion
JC Penny
Kohl’s
Maurice’s
Monkee’s of Greenville
New York and Co.
Ross
TJ Maxx
Other
Total
0
23
17
10
31
9
14
6
4
28
8
0
17
4
17
11
Percentage
0%
58%
43%
25%
78%
23%
35%
15%
10%
70%
20%
0%
43%
10%
43%
28%
Interested in Forever 21?
Yes
No
Total
39
1
Percentage
97%
3%
A Craving for Fashion: Bringing Forever XXI to Greenville
Appendix D
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