For better or for worse, the cheap-chic chain Forever 21 has moved to South Portland, opening up shop in one of the largest spaces of the Maine Mall, nestled en route between Portland and Gorham campuses.
Rumored to be a chain of child-labor-supporting, bible-thumping, sellers of clothes-that-tear-after-two-wears, Forever 21 is looking to their target market (hello ladies ages 18-24), to boost their sales. From the looks of the lavish space, they have the faith in a strong southern Maine following. But before reaching the check-out, check the facts.
They promote a Christian message: True. Buy something at Forever 21 and your purchase will be put inside a yellow plastic bag with black letters. The salesgirl will ask if you want the receipt in the bag and slide it your way. Check the underside of the bag, only visible when it’s got something inside. The words ‘John 3:16’ are printed twice down there. This refers to a frequently quoted Bible verse, “For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him should not perish, but have everlasting life.” It is said this refers to Forever 21’s owner’s religion, but also rumored to be a strange marketing technique to draw attention to the store.
Garment workers called for boycott of Forever 21. True. According to Corpwatch.org, an organization that ‘holds corporations accountable,’ in November 2001, workers producing clothing for Forever 21 called for a boycott of all Forever 21 stores until unsanitary working conditions and payroll improved. Three years later, the matter was settled out of court and the company, still admitting no wrongdoing, publicly stated that they share a belief that garment workers should labor in lawful conditions and should be treated fairly and with dignity.
They have been sued by consumers several times. False. They have been sued by other designers, however. The designers accuse Forever 21 of ripping off their designs and logos, including by Gwen Stefani, Anna Sui, and Diane von Fürstenberg.
Forever 21 is known for low prices and semi-low quality textiles, but also for keeping up with the fashion-forward, something few local retailers have been great at, besides a handful of boutiques in downtown Portland who price above the means of the college girls in question.
The store began in the 80’s on the streets of L.A. by Don Chang and his wife Jin, who moved to America from Korea in 1981 and opened a small store in Los Angeles three years later. Forever 21 now operates 360 stores in 40 states plus Canada, Dubai, and Singapore.
When I contacted Forever 21’s customer service department to see if a socially conscious consumer should shop there, they did not offer a comment. This doesn’t necessarily mean that they aren’t trying to be responsible, yet, it does make me wonder. We’re consumers at a time in the history of the garment industry when many large companies are using sweatshops and heads of the companies get richer, while workers struggle to make minimum wage. With a sexy website that is easy to order from, Forever 21’s site doesn’t mention anything about it being a responsible organization. I suggest we do our homework before making purchase decisions, awareness is the best medicine.