Forever 21’s operations management approach initially drove its success through several key strategies. First, they pioneered a fast-fashion model focused on rapidly responding to trends. They introduced the latest trends and styles in their stores much faster than retailers had in the past. This quick response gave them an advantage over traditional retailers like Gap and Abercrombie who operated on slower seasonal cycles.

Forever 21 implemented a cost-efficient production approach that allowed them to offer trendy items at extremely low prices. Their operations strategy emphasized affordable pricing without sacrificing trend relevance. In addition, Forever 21 focused on product variety and accessibility. Their broad merchandise mix appealed especially to teenagers.

Finally, Forever 21’s expansion strategy initially boosted their success, growing to over 800 physical stores with strategic locations in malls across America. This retail footprint made their products easily accessible to their target demographic at a time when mall shopping was still dominant, contributing to their peak sales of more than $4 billion in 2014.