Second Generation Leads Forever 21's Growth
As Forever 21 continues to rocket into the 21st century, competitors are undoubtedly trying to decode the fast-fashion chain's successful formula. Low prices? Trendy merchandise that cycles in and out of stores on a daily basis? Super-size stores modeled after the 86,000-square-foot location that recently opened in Cerritos? Forever 21 has all that, but the real secret weapon may be a couple of women who look as if they're barely out of high school. Linda Chang, 28, and her sister Esther, 23, the Ivy League-educated daughters of Forever 21's Korean American founders Don and Jin Sook Chang, seem to have the stylish eye and marketing savvy to take the $2-billion brand into the future and make it a competitor on a global level with European fast-fashion giants H&M, Mango and Zara.