A More Sustainable Forever 21

The ask: To identify a current political, cultural, or social phenomenon and select a product from a pre-existing fashion, beauty or lifestyle brand to integrate the phenomenon into an online and in-store merchandise campaign while maintaining brand integrity and authenticity.

The Process

When deciding upon a brand to evaluate, Forever 21 seemed appropriate considering the importance of environmentalism and the increasing awareness of sustainability to the modern consumer.

To develop a plan for a more sustainable Forever 21, research regarding similar brands, such as H&M, and their respective sustainability practices were taken into account.

Research was conducted using databases, business articles, Forever 21 and its competitors websites, and course lectures.

The Final Product

Evaluating the environmental impact of fast fashion and the possibility for more accessible access to sustainable clothing, A More Sustainable Forever 21 explores a possible business approach for the Forever 21 brand to re-gain its popularity.

The full paper can be accessed here.

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