{"id":7946,"date":"2019-10-31T17:16:53","date_gmt":"2019-10-31T10:16:53","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=7946"},"modified":"2019-11-30T10:54:23","modified_gmt":"2019-11-30T03:54:23","slug":"tai-sao-forever-21-pha-san","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/tai-sao-forever-21-pha-san\/","title":{"rendered":"T\u1ea1i sao Forever 21 ph\u00e1 s\u1ea3n?"},"content":{"rendered":"

C\u00e1i t\u00ean Forever 21 \u0111\u01b0\u1ee3c l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb ni\u1ec1m tin c\u1ee7a Do Wan Chang r\u1eb1ng 21 l\u00e0 \u0111\u1ed9 tu\u1ed5i \u0111\u1eb9p nh\u1ea5t trong cu\u1ed9c \u0111\u1eddi m\u1ed7i ng\u01b0\u1eddi.<\/p>\n

Forever 21, \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp b\u1edfi v\u1ee3 ch\u1ed3ng ng\u01b0\u1eddi M\u1ef9 g\u1ed1c H\u00e0n Do Won v\u00e0 Jin Sook Chang v\u00e0o n\u0103m 1981, \u0111\u00e3 ph\u00e1t tri\u1ec3n th\u00e0nh m\u1ed9t m\u1ea1ng l\u01b0\u1edbi g\u1ed3m h\u01a1n 800 c\u1eeda h\u00e0ng trong khi tr\u1edf th\u00e0nh c\u00f4ng ty tr\u1ecb gi\u00e1 h\u00e0ng t\u1ef7 \u0111\u00f4 la.\u00a0M\u1eb7c d\u00f9 v\u1eady,\u00a0chu\u1ed7i\u00a0th\u1eddi trang\u00a0s\u00e0nh \u0111i\u1ec7u in\u00a0d\u1ea5u nh\u1eefng c\u00e2u kinh th\u00e1nh li\u00ean quan \u0111\u1ebfn cu\u1ed9c s\u1ed1ng v\u0129nh c\u1eedu tr\u00ean t\u00fai mua s\u1eafm c\u1ee7a n\u00f3, kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi nh\u1eefng g\u00ec m\u00e0 m\u1ed9t s\u1ed1 ng\u01b0\u1eddi g\u1ecdi l\u00e0\u00a0ng\u00e0y t\u1eadn th\u1ebf b\u00e1n l\u1ebb.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 l\u00fd do c\u00f3 th\u1ec3 g\u00f3p ph\u1ea7n v\u00e0o s\u1ef1 s\u1ee5p \u0111\u1ed5 c\u1ee7a Forever 21.<\/p>\n

1. M\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi c\u1eeda h\u00e0ng offline qu\u00e1 nhanh<\/strong><\/h1>\n

Trong\u00a0ph\u1ea7n\u00a0Gi\u1edbi thi\u1ec7u v\u1ec1 trang\u00a021 c\u1ee7a Forever 21\u00a0tr\u00ean trang web c\u1ee7a h\u1ecd, h\u1ecd th\u1eeba nh\u1eadn r\u1eb1ng \u0111\u00e2y l\u00e0 nh\u00e0 b\u00e1n l\u1ebb l\u1edbn th\u1ee9 n\u0103m \u1edf M\u1ef9 v\u00e0 \u0111ang nh\u1eafm \u0111\u1ebfn tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng ty tr\u1ecb gi\u00e1 8 t\u1ef7 \u0111\u00f4 la v\u00e0o n\u0103m 2017 v\u00e0 m\u1edf 600 c\u1eeda h\u00e0ng trong ba n\u0103m t\u1edbi. c\u0169ng gi\u1ed1ng nh\u01b0 v\u1edbi b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o kh\u00e1c \u0111ang r\u00e1o ri\u1ebft m\u1edf r\u1ed9ng, ch\u1eafc ch\u1eafn s\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u kho\u1ea3n n\u1ee3 \u0111i k\u00e8m.<\/p>\n

C\u00f4ng ty c\u0169ng ti\u1ebft l\u1ed9 r\u1eb1ng k\u00edch th\u01b0\u1edbc trung b\u00ecnh c\u1ee7a m\u1ed9t c\u1eeda h\u00e0ng Forever 21 l\u00e0 38.000 feet vu\u00f4ng trong khi l\u1edbn nh\u1ea5t l\u00e0 162.000 feet vu\u00f4ng.\u00a0M\u1ed9t nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u00e3 quan s\u00e1t ti\u1ec1n thu\u00ea trung b\u00ecnh \u0111\u01b0\u1ee3c tr\u1ea3 b\u1eb1ng feet vu\u00f4ng \u1edf\u00a0M\u1ef9 cho kh\u00f4ng gian c\u00f4ng nghi\u1ec7p cho th\u1ea5y c\u00e1c doanh nghi\u1ec7p \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i theo m\u1ee5c \u0111\u00edch \u0111\u1eb7c bi\u1ec7t c\u1ee7a H\u1ed3i gi\u00e1o \u0111\u00e3 tr\u1ea3 6,50 \u0111\u00f4 la m\u1ed7i foot vu\u00f4ng. N\u1ebfu con s\u1ed1 \u0111\u00f3 \u0111\u00fang v\u1edbi c\u00e1c ti\u00eau chu\u1ea9n ng\u00e0y nay, m\u1ed9t chi\u1ebfc Forever 21 r\u1ed9ng 38.000 feet vu\u00f4ng s\u1ebd c\u00f3 gi\u00e1 kho\u1ea3ng $ 247.000 cho ri\u00eang ti\u1ec1n thu\u00ea nh\u00e0. T\u01b0\u01a1ng t\u1ef1, m\u1ed9t v\u1ecb tr\u00ed r\u1ed9ng 162.000 feet vu\u00f4ng s\u1ebd c\u00f3 gi\u00e1 $ 1,053,000. Th\u1ef1c s\u1ef1 l\u00e0 nh\u1eefng con s\u1ed1 kh\u1ed5ng l\u1ed3.<\/p>\n

\"\"<\/a><\/p>\n

2. Thi\u1ebfu minh b\u1ea1ch trong c\u1ea3 s\u1ea3n xu\u1ea5t l\u1eabn truy\u1ec1n th\u00f4ng<\/strong><\/h1>\n

Theo b\u00e1o c\u00e1o c\u1ee7a trang web ph\u00e2n t\u00edch truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i\u00a0Sprout Social\u00a0, ch\u00edn trong s\u1ed1 m\u01b0\u1eddi kh\u00e1ch h\u00e0ng s\u1ebd ng\u1eebng mua h\u00e0ng t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u thi\u1ebfu minh b\u1ea1ch.\u00a0Nh\u1eefng ph\u00e1t hi\u1ec7n n\u00e0y g\u00e2y b\u1ea5t l\u1ee3i cho Forever 21 v\u00ec c\u00f4ng ty \u0111\u00e3 b\u1ecb l\u00f4i k\u00e9o v\u00e0o c\u00e1c v\u1ee5 ki\u1ec7n ng\u01b0\u1ee3c l\u1ea1i v\u00ec vi ph\u1ea1m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u1ea3n quy\u1ec1n trong nhi\u1ec1u n\u0103m.<\/p>\n

B\u1ea5t ch\u1ea5p nh\u1eefng tranh c\u00e3i kh\u00e1c nhau c\u1ee7a Forever 21, kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 n\u1ea3n l\u00f2ng khi mua s\u1eafm \u1edf \u0111\u00f3 cho \u0111\u1ebfn khi t\u00f4i bi\u1ebft r\u1eb1ng chu\u1ed7i n\u00e0y t\u1eeb l\u00e2u \u0111\u00e3 b\u1ecb bu\u1ed9c t\u1ed9i khai th\u00e1c c\u00f4ng nh\u00e2n v\u00e0 g\u00e2y h\u1ea1i cho m\u00f4i tr\u01b0\u1eddng.<\/p>\n

V\u00ed d\u1ee5, n\u0103m 2001, Trung t\u00e2m ph\u00e1p l\u00fd ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng \u0111\u00e3 ki\u1ec7n Forever 21,\u00a0t\u1edd Los Angeles Times \u0111\u01b0a tin.\u00a0V\u1ee5 ki\u1ec7n n\u00f3i 19 c\u00f4ng nh\u00e2n \u0111\u01b0\u1ee3c thu\u00ea \u0111\u1ec3 may, s\u1eaft, v\u00e0 \u0111\u00f3ng g\u00f3i qu\u1ea7n \u00e1o cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 \u0111\u00e3 l\u00e0m nh\u01b0 v\u1eady s\u00e1u ng\u00e0y m\u1ed9t tu\u1ea7n trong \u00edt h\u01a1n m\u1ee9c l\u01b0\u01a1ng t\u1ed1i thi\u1ec3u.\u00a0Trung t\u00e2m ph\u00e1p l\u00fd c\u0169ng c\u00e1o bu\u1ed9c r\u1eb1ng Forever 21 \u0111\u00e3 thay \u0111\u1ed5i th\u1ebb th\u1eddi gian c\u1ee7a c\u00f4ng nh\u00e2n v\u00e0 sa th\u1ea3i nh\u1eefng ng\u01b0\u1eddi khi\u1ebfu n\u1ea1i.<\/p>\n

T\u1edd Los Angeles Times sau \u0111\u00f3 b\u00e1o c\u00e1o n\u0103m 2004 r\u1eb1ng\u00a0v\u1ee5 ki\u1ec7n \u0111\u00e3 \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft\u00a0, m\u1eb7c d\u00f9 kh\u00f4ng c\u00f3 \u0111i\u1ec1u kho\u1ea3n c\u1ee7a m\u1ed9t th\u1ecfa thu\u1eadn gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f4ng nh\u00e2n \u0111\u01b0\u1ee3c ti\u1ebft l\u1ed9.\u00a0Thay v\u00e0o \u0111\u00f3, Forever 21 th\u1eeba nh\u1eadn kh\u00f4ng c\u00f3 h\u00e0nh \u0111\u1ed9ng sai tr\u00e1i.\u00a0Larry Meyer, m\u1ed9t gi\u00e1m \u0111\u1ed1c t\u00e0i ch\u00ednh tr\u01b0\u1edbc cho Forever 21, n\u00f3i v\u1edbi \u1ed5 c\u1eafm t\u1ea1i th\u1eddi \u0111i\u1ec3m m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c mong “\u0111\u1ec3 c\u1ea3i thi\u1ec7n \u0111i\u1ec1u ki\u1ec7n l\u00e0m vi\u1ec7c \u1edf LA.”<\/p>\n

Tuy nhi\u00ean, v\u00e0o n\u0103m 2012, c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 kh\u00f4ng \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n.\u00a0\u0110\u1ea7u ti\u00ean, m\u1ed9t v\u1ee5 ki\u1ec7n \u0111\u01b0\u1ee3c \u0111\u1ec7 tr\u00ecnh r\u1eb1ng th\u00e1ng 1 tuy\u00ean b\u1ed1 th\u01b0\u01a1ng hi\u1ec7u\u00a0\u0111\u00e3 l\u1ee3i d\u1ee5ng nh\u1eefng ng\u01b0\u1eddi lao \u0111\u1ed9ng \u1edf \u0111\u1ed9 tu\u1ed5i trung h\u1ecdc\u00a0.\u00a0Sau \u0111\u00f3, v\u00e0o m\u00f9a thu, Forever 21\u00a0\u0111\u00e3 t\u1eeb ch\u1ed1i tham gia c\u00e1c nh\u00e0 b\u00e1n l\u1ebb kh\u00e1c\u00a0trong m\u1ed9t cam k\u1ebft ch\u1ed1ng mua b\u00f4ng t\u1eeb c\u00e1c nh\u00e0 m\u00e1y c\u1ee7a Uzbekistan, n\u01a1i m\u00e0 lao \u0111\u1ed9ng tr\u1ebb em b\u1ecb c\u00e1o bu\u1ed9c \u0111\u00e3 di\u1ec5n ra, theo m\u1ed9t b\u00e0i b\u00e1o c\u1ee7a Business Insider t\u1eeb n\u0103m 2012.<\/p>\n

T\u01b0\u01a1ng t\u1ef1,\u00a0Forever 21 \u0111\u00e3 t\u1eeb ch\u1ed1i tham gia\u00a0Li\u00ean minh an to\u00e0n lao \u0111\u1ed9ng Bangladesh ho\u1eb7c Hi\u1ec7p \u0111\u1ecbnh an to\u00e0n h\u1ecfa ho\u1ea1n v\u00e0 x\u00e2y d\u1ef1ng Bangladesh, nh\u01b0 nhi\u1ec1u nh\u00e0 m\u00e1y kh\u00e1c \u0111\u00e3 l\u00e0m, sau khi m\u1ed9t t\u00f2a nh\u00e0 s\u1ee5p \u0111\u1ed5 v\u00e0 gi\u1ebft ch\u1ebft h\u01a1n 1.100 c\u00f4ng nh\u00e2n may m\u1eb7c v\u00e0o n\u0103m 2013, theo m\u1ed9t b\u00e0i b\u00e1o c\u1ee7a New Yorker t\u1eeb 2014. V\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3, m\u1ed9t \u0111\u1ea1i di\u1ec7n c\u1ee7a Forever 21 n\u00f3i v\u1edbi t\u1edd The New Yorker r\u1eb1ng m\u1ed9t ph\u1ea7n “r\u1ea5t nh\u1ecf” c\u1ee7a h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t t\u1ea1i Bangladesh.<\/p>\n

Ng\u01b0\u1eddi ph\u00e1t ng\u00f4n c\u0169ng n\u00f3i v\u1edbi t\u1edd The New Yorker r\u1eb1ng nh\u00e0 b\u00e1n l\u1ebb c\u00f3 th\u1ecfa thu\u1eadn \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e1c nh\u00e0 cung c\u1ea5p c\u1ee7a h\u1ecd ti\u1ebfn h\u00e0nh kinh doanh m\u1ed9t c\u00e1ch an to\u00e0n v\u00e0 \u0111\u1ea1o \u0111\u1ee9c.\u00a0“T\u1eeb n\u0103m 2007, Forever 21 \u0111\u00e3 ph\u00e1t tri\u1ec3n Th\u1ecfa thu\u1eadn nh\u00e0 cung c\u1ea5p, y\u00eau c\u1ea7u c\u00e1c c\u01a1 s\u1edf s\u1ea3n xu\u1ea5t m\u00e0 ch\u00fang t\u00f4i kinh doanh tu\u00e2n th\u1ee7 c\u00e1c ti\u00eau chu\u1ea9n an to\u00e0n v\u00e0 nh\u00e2n quy\u1ec1n cao nh\u1ea5t”, \u0111\u1ea1i di\u1ec7n n\u00e0y n\u00f3i.<\/p>\n

V\u00e0o n\u0103m 2016, c\u00f4ng ty \u0111\u00e3 g\u00e2y ch\u00fa \u00fd m\u1ed9t l\u1ea7n n\u1eefa khi m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng t\u00ean\u00a0Pedro Montiel n\u00f3i v\u1edbi t\u1edd Los Angeles Times\u00a0r\u1eb1ng anh ta \u0111\u01b0\u1ee3c tr\u1ea3 4,50 \u0111\u00f4 la m\u1ed7i gi\u1edd \u0111\u1ec3 d\u00e1n nh\u00e3n “v\u00e0 c\u00e1c chi ti\u1ebft ho\u00e0n thi\u1ec7n kh\u00e1c” l\u00ean qu\u1ea7n \u00e1o cho m\u1ed9t trong nh\u1eefng nh\u00e0 cung c\u1ea5p c\u1ee7a Forever 21.\u00a0L\u00fac \u0111\u00f3, anh l\u00e0m vi\u1ec7c \u1edf trung t\u00e2m th\u00e0nh ph\u1ed1 Los Angeles.<\/p>\n

Nh\u1eefng c\u00e2u chuy\u1ec7n nh\u01b0 Montiel \u0111\u00e3 khi\u1ebfn B\u1ed9 Lao \u0111\u1ed9ng \u0111i\u1ec1u tra c\u00e1c c\u00f4ng ty cung c\u1ea5p h\u00e0ng may m\u1eb7c \u1edf California v\u00e0o n\u0103m \u0111\u00f3.\u00a0N\u00f3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng c\u00e1c c\u00f4ng nh\u00e2n \u0111\u00e3\u00a0m\u1ea5t 1,1 tri\u1ec7u \u0111\u00f4 la thu nh\u1eadp\u00a0.\u00a0Nh\u01b0 Natalie Kitroeff c\u1ee7a t\u1edd Los Angeles Times \u0111\u00e3 \u0111\u01b0a tin v\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3, “c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 m\u1ed1i quan h\u1ec7 v\u1edbi c\u00e1c c\u00f4ng ty c\u00f3 nhi\u1ec1u vi ph\u1ea1m nh\u1ea5t l\u00e0 Ross Dress for Less, Forever 21 v\u00e0 TJ Maxx.”<\/p>\n

Th\u1ef1c h\u00e0nh lao \u0111\u1ed9ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 l\u1ed7 h\u1ed5ng l\u1edbn duy nh\u1ea5t c\u1ee7a n\u00f3.\u00a0L\u00e0 m\u1ed9t nh\u00e0 ph\u00e2n ph\u1ed1i ch\u00ednh c\u1ee7a th\u1eddi trang nhanh, Forever 21 li\u00ean t\u1ee5c \u0111\u01b0a ra c\u00e1c phong c\u00e1ch m\u1edbi \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho c\u00e1c xu h\u01b0\u1edbng m\u1edbi nh\u1ea5t.<\/p>\n

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H\u00ecnh \u1ea3nh cho th\u1ea5y v\u00ed d\u1ee5 v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng tr\u00e1i ph\u00e9p nh\u00e3n hi\u1ec7u Ariana Grande c\u1ee7a Forever 21, ng\u00e0y 3 th\u00e1ng 9 n\u0103m 2019. (ngu\u1ed3n: v\u1ee5 ki\u1ec7n)<\/p>\n<\/div>\n<\/div>\n

Cho d\u00f9 t\u1eeb c\u00e1c nh\u00e0 thi\u1ebft k\u1ebf t\u00ean tu\u1ed5i l\u1edbn cho \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c l\u1eadp nh\u1ecf, Forever 21 \u0111\u00e3 t\u1ea1o ra m\u1ed9t\u00a0phi\u00ean b\u1ea3n nh\u00e1i \u0111\u1ec3 mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. Gucci, Adidas v\u00e0 Puma ch\u1ec9 l\u00e0 m\u1ed9t v\u00e0i th\u01b0\u01a1ng hi\u1ec7u l\u1edbn \u0111\u00e3 c\u1ed1 g\u1eafng chi\u1ebfn \u0111\u1ea5u trong t\u00f2a \u00e1n v\u1edbi Forever 21. Ca s\u0129 nh\u1ea1c pop Ariana Grande \u0111\u00e3 \u0111\u1ec7 \u0111\u01a1n ki\u1ec7n 10 tri\u1ec7u \u0111\u00f4 la c\u1ee7a ri\u00eang m\u00ecnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb \u0103n c\u1eafp h\u00ecnh \u1ea3nh v\u00e0 s\u1ef1 gi\u1ed1ng nhau c\u1ee7a c\u00f4.<\/p>\n

>>> Xem th\u00eam: [Case study] 5 th\u01b0\u01a1ng hi\u1ec7u tr\u1edf v\u1ec1 t\u1eeb c\u00f5i ch\u1ebft<\/a><\/strong><\/p>\n

3. Th\u1eddi trang nhanh v\u00e0 s\u1ef1 c\u1ea1nh tranh<\/strong><\/h1>\n

Forever 21 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi s\u1ef1 tr\u00f9ng l\u1eb7p nhanh ch\u00f3ng, nh\u01b0ng h\u1ecd kh\u00f4ng \u0111\u01a1n \u0111\u1ed9c trong th\u1ebf gi\u1edbi th\u1eddi trang nhanh. C\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0 H&M v\u00e0 Zara \u0111\u00e3 c\u1ea1nh tranh cho c\u00f9ng m\u1ed9t c\u01a1 s\u1edf ng\u01b0\u1eddi ti\u00eau d\u00f9ng mu\u1ed1n qu\u1ea7n \u00e1o h\u1ee3p th\u1eddi trang v\u1edbi m\u1ee9c gi\u00e1 ph\u1ea3i ch\u0103ng ho\u1eb7c chi ph\u00ed th\u1ea5p. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed n\u1ed5i ti\u1ebfng c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i London nh\u01b0 ASOS v\u00e0 Pretty Little Thing c\u0169ng \u0111\u00e3 ki\u1ebfm \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i nhu\u1eadn v\u1edbi s\u1ef1 h\u1ee3p t\u00e1c n\u1ed5i ti\u1ebfng b\u00e9o b\u1edf c\u1ee7a h\u1ecd.<\/p>\n

Th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng Fashion Nova c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Los Angeles c\u0169ng \u0111\u00e3 chia s\u1ebb Forever 21 c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh “kh\u00f4ng bi\u1ebft x\u1ea5u h\u1ed5”, t\u1ea1o\u00a0ra c\u00e1c\u00a0thi\u1ebft k\u1ebf sao ch\u00e9p trong v\u00f2ng ch\u01b0a \u0111\u1ea7y 24 gi\u1edd\u00a0.<\/p>\n

4. S\u1ef1 d\u1ecbch chuy\u1ec3n h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/h1>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n thay \u0111\u1ed5i t\u1eebng gi\u1edd m\u1ed9t. Kh\u00e1ch h\u00e0ng gen Y r\u1ea5t kh\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a\u00a0 nh\u1eefng th\u1eadp ni\u00ean tr\u01b0\u1edbc. Nh\u1eefng ng\u01b0\u1eddi mua s\u1eafm n\u00f3i chung gi\u1edd \u0111\u00e2y \u0111\u1ec1u quan t\u00e2m \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng, cho d\u00f9 \u0111\u00f3 l\u00e0 th\u00f4ng qua gi\u1ea3m thi\u1ec3u ch\u1ea5t th\u1ea3i v\u1ea3i hay kh\u00f4ng h\u1ed7 tr\u1ee3 m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p mang l\u1ea1i \u0111i\u1ec1u ki\u1ec7n l\u00e0m vi\u1ec7c kh\u1eafc nghi\u1ec7t. Mong mu\u1ed1n v\u1ec1 th\u01b0\u01a1ng m\u1ea1i c\u00f4ng b\u1eb1ng b\u1ec1n v\u1eefng \u0111\u00e3 cho ph\u00e9p th\u1ecb tr\u01b0\u1eddng qu\u1ea7n \u00e1o c\u0169 t\u0103ng l\u00ean \u01b0\u1edbc t\u00ednh kho\u1ea3ng 28 t\u1ef7 \u0111\u00f4 la tr\u00ean to\u00e0n th\u1ebf gi\u1edbi , theo m\u1ed9t kh\u1ea3o s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1eeb nh\u00e0 ph\u00e2n t\u00edch Statista.<\/p>\n

Ch\u01b0a k\u1ec3 \u0111\u1ebfn h\u00e0nh vi mua s\u1eafm tr\u00ean c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn v\u00e0 thay \u0111\u1ed5i, trong khi F21 l\u1ea1i c\u1ed1 g\u1eafng m\u1edf r\u1ed9ng th\u00eam nhi\u1ec1u c\u00e1c c\u1eeda h\u00e0ng offline “kh\u00f4ng l\u1ed3” g\u00e2y ra t\u1ed1n k\u00e9m v\u1ec1 chi ph\u00ed m\u1eb7t b\u1eb1ng. V\u00e0 c\u00e1ch x\u1eed l\u00fd c\u1ee7a \u00f4ng Chang c\u0169ng b\u1ecb \u0111\u00e1nh gi\u00e1 l\u00e0 thi\u1ebfu kh\u00f4n ngoan. \u00d4ng mi\u1ec5n c\u01b0\u1ee1ng \u0111\u00f3ng c\u1eeda nh\u1eefng n\u01a1i c\u00f3 doanh thu k\u00e9m v\u00e0 \u0111\u00f4i khi, \u00f4ng ch\u1ec9 chuy\u1ec3n v\u1ecb tr\u00ed c\u1eeda h\u00e0ng t\u1eeb n\u01a1i n\u00e0y sang n\u01a1i kh\u00e1c trong c\u00f9ng m\u1ed9t trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i.<\/p>\n

>>> Xem th\u00eam: C\u1ea3i thi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/a><\/strong><\/p>\n

5. Gi\u00e1 b\u00e1n s\u1ea3n ph\u1ea9m t\u0103ng nh\u01b0ng ch\u1ea5t l\u01b0\u1ee3ng \u0111i xu\u1ed1ng<\/strong><\/h1>\n

\u1ede \u0111\u1ec9nh cao c\u1ee7a n\u1ed7i \u00e1m \u1ea3nh Forever 21, ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n chia s\u1ebb h\u1ecd th\u01b0\u1eddng mua qu\u1ea7n jean $8 v\u00e0 \u00e1o y\u1ebfm c\u00f3 gi\u00e1 $1 v\u00e0 \u00e1o len c\u00f3 gi\u00e1 t\u1eeb $ 12 \u0111\u1ebfn $ 14.<\/p>\n

Tuy nhi\u00ean, gi\u1edd \u0111\u00e2y khi gh\u00e9 th\u0103m trang web c\u1ee7a Forever 21 th\u1ea5y r\u1eb1ng qu\u1ea7n jean c\u00f3 gi\u00e1 th\u1ea5p nh\u1ea5t c\u00f3 gi\u00e1 \u00edt nh\u1ea5t l\u00e0 $12,90\u00a0. T\u01b0\u01a1ng t\u1ef1, \u00e1o y\u1ebfm b\u00e1n l\u1ebb v\u1edbi gi\u00e1 \u00edt nh\u1ea5t $2,90 , trong khi \u00e1o len th\u01b0\u1eddng c\u00f3 gi\u00e1 dao \u0111\u1ed9ng t\u1eeb $22 \u0111\u1ebfn $38\u00a0.<\/p>\n

\n
\"m\u00e3i<\/div>
\u1ea2nh ch\u1ee5p m\u00e0n h\u00ecnh trang web c\u1ee7a Forever 21. Ngu\u1ed3n: Forever 21<\/span><\/a><\/figcaption><\/figure>\n

Tr\u00ean Twitter, ng\u01b0\u1eddi mua h\u00e0ng c\u0169ng \u0111\u00e3 b\u00e0y t\u1ecf m\u1ed1i quan t\u00e2m c\u1ee7a h\u1ecd v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Forever 21.<\/p>\n

\"\"<\/a><\/p>\n

6. Sai l\u1ea7m \u2018ch\u00ed m\u1ea1ng\u2019: M\u1edf c\u1eeda h\u00e0ng m\u00e0 kh\u00f4ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/strong><\/h1>\n

Ngo\u00e0i ra, F21 c\u00f2n m\u1edf c\u1eeda h\u00e0ng m\u1edbi t\u1ed1n nhi\u1ec1u chi ph\u00ed \u1edf n\u01b0\u1edbc ngo\u00e0i m\u00e0 kh\u00f4ng nghi\u00ean c\u1ee9u k\u1ef9 th\u1ecb hi\u1ebfu c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a><\/strong> and tham kh\u1ea3o \u00fd ki\u1ebfn c\u1ee7a chuy\u00ean gia<\/strong>. N\u0103m 2005, h\u00e3ng c\u00f3 7 c\u1eeda h\u00e0ng v\u00e0 ch\u1ec9 1 th\u1eadp k\u1ef7 sau, con s\u1ed1 \u0111\u00f3 \u0111\u00e3 t\u0103ng l\u00ean 262. M\u1ed9t v\u00e0i c\u1ef1u nh\u00e2n vi\u00ean n\u00f3i r\u1eb1ng F21 th\u01b0\u1eddng kh\u00f4ng n\u1eafm r\u00f5 lu\u1eadt lao \u0111\u1ed9ng \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 m\u1eafc sai l\u1ea7m, v\u00ed d\u1ee5 nh\u01b0 kh\u00f4ng nh\u1eadn ra r\u1eb1ng kh\u00e1ch h\u00e0ng \u1edf nhi\u1ec1u n\u01b0\u1edbc ch\u00e2u \u00c2u mua s\u1eafm \u0111\u1ed3 m\u00f9a \u0111\u00f4ng s\u1edbm h\u01a1n so v\u1edbi ng\u01b0\u1eddi M\u1ef9. H\u1ed3 s\u01a1 ph\u00e1 s\u1ea3n cho th\u1ea5y h\u1ea7u h\u1ebft c\u00e1c c\u1eeda h\u00e0ng qu\u1ed1c t\u1ebf c\u1ee7a F21 \u0111\u1ec1u kh\u00f4ng c\u00f3 l\u00e3i t\u1eeb n\u0103m 2015. Trung b\u00ecnh, h\u1ec7 th\u1ed1ng \u1edf Canada, ch\u00e2u \u00c2u v\u00e0 ch\u00e2u \u00c1 \u0111\u00e3 l\u1ed7 10 tri\u1ec7u USD\/th\u00e1ng trong n\u0103m qua trong khi chi ph\u00ed thu\u00ea m\u1eb7t b\u1eb1ng h\u00e0ng n\u0103m c\u1ee7a F21 l\u00ean t\u1edbi 450 tri\u1ec7u USD. Th\u1eddi \u0111i\u1ec3m h\u1ed3 s\u01a1 \u0111\u01b0\u1ee3c n\u1ed9p, F21 \u0111\u00e3 n\u1ee3 c\u00e1c nh\u00e0 cung c\u1ea5p 347 tri\u1ec7u USD. Chuy\u00ean gia b\u00e1n l\u1ebb Cohen nh\u1eadn \u0111\u1ecbnh: “V\u1ec1 c\u01a1 b\u1ea3n, F21 ch\u1ec9 l\u00e0 m\u1ed9t con ng\u1ef1a con ch\u1ec9 gi\u1ecfi duy nh\u1ea5t m\u1ed9t tr\u00f2. Hai nh\u00e0 \u0111\u1ed3ng s\u00e1ng l\u1eadp \u0111\u00e3 l\u00e0m r\u1ea5t t\u1ed1t cho \u0111\u1ebfn khi c\u00f4ng vi\u1ec7c kinh doanh tr\u1edf n\u00ean qu\u00e1 l\u1edbn v\u00e0 ph\u1ee9c t\u1ea1p \u0111\u1ec3 h\u1ecd c\u00f3 th\u1ec3 t\u1ef1 g\u00e1nh v\u00e1c”.<\/p>\n

>>> Xem th\u00eam: \u00dd ki\u1ebfn kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p?<\/a><\/strong><\/p>\n

Ngu\u1ed3n: T\u1ed5ng h\u1ee3p<\/p>","protected":false},"excerpt":{"rendered":"

C\u00e1i t\u00ean Forever 21 \u0111\u01b0\u1ee3c l\u1ea5y c\u1ea3m h\u1ee9ng t\u1eeb ni\u1ec1m tin c\u1ee7a Do Wan Chang r\u1eb1ng 21 l\u00e0 \u0111\u1ed9 tu\u1ed5i \u0111\u1eb9p nh\u1ea5t trong cu\u1ed9c \u0111\u1eddi m\u1ed7i ng\u01b0\u1eddi. Forever 21, \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp b\u1edfi v\u1ee3 ch\u1ed3ng ng\u01b0\u1eddi M\u1ef9 g\u1ed1c H\u00e0n Do Won v\u00e0 Jin Sook Chang v\u00e0o n\u0103m 1981, \u0111\u00e3 ph\u00e1t tri\u1ec3n th\u00e0nh m\u1ed9t m\u1ea1ng l\u01b0\u1edbi […]<\/p>","protected":false},"author":4,"featured_media":7949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[647,654,644],"class_list":["post-7946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-branding","tag-case-study","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7946","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=7946"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7946\/revisions"}],"predecessor-version":[{"id":9130,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7946\/revisions\/9130"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/7949"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=7946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=7946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=7946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}