MERCHANDISE ASSORTMENTS: Forever 21, H&M
The goal of group project 1 is to evaluate two competitive retailers by evaluating their merchandise assortments. H&M and Forever 21 are both "fast fashion" stores, but they have different strategic approaches.
Start by recalling the elements of a strategic plan:
• Who is the target consumer?
• What is the store's retail format?
• What is the store's sustainable competitive advantage?
Defining these elements for both H&M and Forever 21 is a good place to begin. Each company's website might be a good place to learn more.
Here are some questions that may help you organize your observations (use a spreadsheet if it helps):
Question:- Does one store seem to be more "trend-right" than the other? What is the mix of staple, fashion or fad merchandise in each retailer?