Menu
Forever 21 was an emerging fashion brand that was poised to scale globally. With 100 successful stores and an optimized merchandising pipeline, the brand required the right leader to transform the vision into reality and become one of the largest fast fashion brands in the world.
Alex was a merchandising leader, best known as one of the original merchandisers to design the fast fashion pipelines. He revolutionized the six week turnaround and was recruited as President of Forever 21 to scale the brand. During his nearly two decade career at the brand, he scaled to over 800 stores, developed new merchandising pipelines, increased top and bottom line revenue, and worked with 100 factories for 2-4 week lead time.
Alex implemented his merchandising and supply-chain strategies to improve production metrics, increase revenue figures and minimize cost. Top line revenue increased from $400 million to $4 billion and gross margin jumped by 10%. He nurtured relationships with top-performing factories and new partnerships were created including 100+ factories in Mexico that decreased lead time to 2-4 weeks. The brand grew from 100 store locations to over 800 with his oversight and strategies.