It isn't a surprise that this extremely cheap retailer has several flaws in need of addressing. However it's unique because it not only has sweatshop-like conditions in third world countries, it also has received lawsuits of the conditions near the company headquarters in LA.
In 2001 Forever 21 was sued for inhumane working conditions at a manufacturing factory in Los Angeles. The workers were payed way less than minimum wage, worked 12 or more hours 6 days a week and worked alongside many cockroaches and mice. A documentary called "Made in LA" was released describing people's experiences working in these conditions and won several awards, however made little progress at the consumer level. Many organizations have attempted to boycott F 21, but little impact was ever made. The problem lies within the target market-college students. As a member of this target group I can completely understand the justification process of purchasing from a store that sells 8$ jeans. No one makes a profit selling 8$ jeans unless it took them 2$ to make, we're not blind to the facts. However, with 90% of each paycheck going towards rent, food and paying back tuition, 8$ jeans can not only feel tempting, but necessary. With a flakey, changing, and generally poor target market Forever 21 has branded themselves in an amazing way, selling cheap clothing but maintaining a socially acceptable brand name, and with this success comes power.
"I realized that they've been caught so many times, they've been publicly exposed so many times, they've even been sued — although many fewer times, because all they do is settle — and the light bulb went off: This is just part of their business strategy. They go ahead and they take what they want, and when they get caught, they pay up. It's probably cheaper than licensing it in the first place." -Susan Scafadi, Legal Expert.
Forever 21 has launched new stores called F21 Red, producing even cheaper clothing.
What amazes me most about this company's issues is that they are happening in North America and still no one cares. This is a problem that's happening in our backyard and it still isn't deemed important enough for us to change our shopping habits. "Up to 30 percent of the store's offerings are still made in Southern California. One Los Angeles factory worker told Bloomberg BusinessWeek she was paid 12 cents a piece to sew vests that sell for $13.80. It would take 67 vests an hour to earn $8 minimum wage."
So what do you think? How should we respond to these allegations and law suits, do we urge for a boy cot or accept that we value clothing more than lives?
Let me know in the comments below.
In 2001 Forever 21 was sued for inhumane working conditions at a manufacturing factory in Los Angeles. The workers were payed way less than minimum wage, worked 12 or more hours 6 days a week and worked alongside many cockroaches and mice. A documentary called "Made in LA" was released describing people's experiences working in these conditions and won several awards, however made little progress at the consumer level. Many organizations have attempted to boycott F 21, but little impact was ever made. The problem lies within the target market-college students. As a member of this target group I can completely understand the justification process of purchasing from a store that sells 8$ jeans. No one makes a profit selling 8$ jeans unless it took them 2$ to make, we're not blind to the facts. However, with 90% of each paycheck going towards rent, food and paying back tuition, 8$ jeans can not only feel tempting, but necessary. With a flakey, changing, and generally poor target market Forever 21 has branded themselves in an amazing way, selling cheap clothing but maintaining a socially acceptable brand name, and with this success comes power.
"I realized that they've been caught so many times, they've been publicly exposed so many times, they've even been sued — although many fewer times, because all they do is settle — and the light bulb went off: This is just part of their business strategy. They go ahead and they take what they want, and when they get caught, they pay up. It's probably cheaper than licensing it in the first place." -Susan Scafadi, Legal Expert.
Forever 21 has launched new stores called F21 Red, producing even cheaper clothing.
What amazes me most about this company's issues is that they are happening in North America and still no one cares. This is a problem that's happening in our backyard and it still isn't deemed important enough for us to change our shopping habits. "Up to 30 percent of the store's offerings are still made in Southern California. One Los Angeles factory worker told Bloomberg BusinessWeek she was paid 12 cents a piece to sew vests that sell for $13.80. It would take 67 vests an hour to earn $8 minimum wage."
So what do you think? How should we respond to these allegations and law suits, do we urge for a boy cot or accept that we value clothing more than lives?
Let me know in the comments below.
Main Source:
Forever 21