ASOS versus Forever 21:
Is the plus side of PLUS SIZED shopping in low prices or quality and variety?
Ebony Thigpen

Psychology 3301
Fall 2015 /Dr. Pamela Auburn
November 28, 2015
Abstract
Over the past ten years, there has been an influx of department stores that have incorporated plus sized departments into their targeted demographic and ASOS and Forever 21 are among the two most sought after plus sized departments amongst its competitors. Although both stores offer plus sized fashions at much lower prices than their specialty plus sized counterparts, they both maintain their own distinct share of the market attracting a niche yet different shopper. Consider that there are now more young women than ever from their teens to their early-thirties …show more content…
None of the niche plus-sized stores like Lane Bryant and Ashley Stewart have clothing styles that could be found in stores like Zara and G By Guess for average sized women but both Forever 21 and ASOS sale larger sizes in styles that are just like their smaller sized options. This goes back to my point that they both have an inclusive attitude within their companies. If you are plus-sized then you know that when you walk into a specialty plus-sized store two things will almost always prove true; the prices will be extremely high and almost every item will have a floral print. I often wondered who the buyers were and if they hated their job because variety never comes to mind when I think of shopping for plus-sized physiques. The silhouettes, patterns and materials typically have a middle aged style to them but with obesity rates climbing year after year, there are more teens and women up to their early thirties who still want to dress stylishly but for their age. Unfortunately most of the other stores that trendy plus-sized young women would shop at are less inclusive towards the plus-sized …show more content…
On its website, ASOS states that consumers can confidently say that they wear “Fashion with Integrity” because “they can enjoy their fashion in the knowledge that they are not harming people, animals or the environment” http://www.asosplc.com/responsibility.aspx. They say that their transparency in showing how the business is ethical with trading and always striving to be “Green” shows it’s consumers that they take ethics seriously. They also celebrate that they promote a positive body image by the work that they do with their models and the fashion industry. On the other side of the spectrum, Forever 21 has a less general value commitment to the public and a more specific attitude towards religious values. It’s no secret that the founders of Forever 21 Don and Jin Chang are very religious people and they do not hide their faith. The Bible scripture John 3:16 is strategically places on the bottom of every bag. This is one of me most recognizable Bible verses in the world for Christians; “For God so loved the world that he gave his only begotten son, that whoever believes in him shall not perish but have eternal life”. Forever 21 founder Don Chang was once quoted as saying that the clothing that they sale are just vessels to help him “travel to places in Third World countries that desperately need aid”. He and Jin donate money to different religious groups through their Chang 21 Foundation as well as traveling on