Case Study: Cheap Chic From Forever 21

Forever 21 is a successful fashion-forward retailer whose target market includes the 18- to 24-year-old consumer who wants to wear trendy clothes at a budget price. The retailer has been aggressive in its expansion, meeting the competition head on. However, this growth has not been without controversy; Forever 21 has been accused of copyright infringement and questionable supplier and manufacturing practices.For this assignment, read “Cheap Chic from Forever 21,” on page 450 of your textbook, and visit the Forever 21 website. In a two-page essay, evaluate Forever 21’s expansion strategy and the impact of the controversies that surround the company. Be sure to discuss these issues in depth, citing sources to support your position. Your essay should relate to concepts discussed in your textbook, as well as other scholarly resources. Your essay should include the following:Legal issues aside, evaluate Forever 21’s strategy of making low-cost versions of successful designs by famous designers.From a merchandising perspective, what are the pros and cons of Forever 21’s fast-growth strategy?For additional details, please refer to the Case Study Guidelines and Rubric in the Assignment Guidelines and Rubrics section of the course.
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MKT 222: Case Study Guidelines and Rubric
Overview: There are three graded case studies in this course. All are designed to allow you to apply retail marketing skills to a real-world situation. Detailed
instructions for each case study assignment are provided in each respective module. Summaries of the case studies are as follows:
?
Abercrombie & Fitch (Module Three)
The first case study allows you to apply knowledge you have gained about various types of consumer behavior. In this case study, you will be exploring
the SWOT analysis process.
?
Rue 21’s Location Strategy (Module Four)
This case study allows you to apply knowledge you have gained about retail site location and selection strategy by analyzing Rue 21, a popular clothier
for young adults.
?
Cheap Chic From Forever 21 (Module Six)
This case study allows you to apply merchandise planning and management concepts learned throughout the module, particularly from a controversy
surrounding the Forever 21 expansion strategy.
Requirements of Submission: The case studies must follow these guidelines: approximately two pages in length, double spaced, 12-point Times New Roman
font, one-inch margins, and APA-style citations.
This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.
Instructor Feedback: Students can find their feedback in the Grade Center.
Critical Elements
Main Elements
Inquiry and Analysis
Critical Thinking
Exemplary (100%)
Includes all of the main elements
and requirements and cites
multiple examples to illustrate
each element
Provides in-depth analysis that
demonstrates complete
understanding of multiple
concepts
Draws insightful conclusions that
are thoroughly defended with
evidence and examples
Proficient (85%)
Includes most of the main
elements and requirements and
cites many examples to illustrate
each element
Provides in-depth analysis that
demonstrates complete
understanding of some concepts
Draws informed conclusions that
are justified with evidence
Needs Improvement (55%)
Includes some of the main
elements and requirements
Not Evident (0%)
Does not include any of the
main elements and
requirements
Value
30
Provides in-depth analysis
that demonstrates complete
understanding of minimal
concepts
Draws logical conclusions
but does not defend with
evidence
Does not provide in-depth
analysis
20
Does not draw logical
conclusions
20
Research
Incorporates many scholarly
resources effectively that reflect
depth and breadth of research
Incorporates some scholarly
resources effectively that reflect
depth and breadth of research
Writing
(Mechanics/
Citations)
No errors related to organization,
grammar and style, and citations
Minor errors related to
organization, grammar and style,
and citations
Incorporates very few
scholarly resources that
reflect depth and breadth of
research
Some errors related to
organization, grammar and
style, and citations
Does not incorporate scholarly
resources that reflect depth
and breadth of research
20
Major errors related to
organization, grammar and
style, and citations
Earned Total
10
100%

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