16 Breakthrough Branding feeling "21." And, let's face it, there are plenty of older women who shop there who want to feel twenty-one, too! Their small idea was fast fashion--cutting edge today but inexpensive enough to replace tomorrow. They were all about cheap chic, turnover, and youthful energy. From the beginning, the Forever 21 concept was built-in obsolescence. Rather than put out tons of items like other stores did, the Changs put out small groups of hot styles, positioning the newest items at the front of their stores and changing them daily. There was a treasure hunt aspect to the shopping experience. Items were priced so that customers weren't making a big investment--just buying some hot items they could wear for a while and then discard in favor of the next new thing. (Most items are priced between $5 and $40.) Every day, trucks pulled up to the stores with new merchandise. Fashion-conscious teenagers quickly realized that if they liked something, they'd better grab it, or it wouldn't be around the next time they were in the store. A typical Forever 21 store might turn over 20 percent of its mer-