Forever 21 Supports Father Figures

Recently, Forever 21 announced the results of their “Super Dads Father’s Day Contest.”

The prize was a $100 gift certificate to Forever 21’s online store, with winners judged by photos sent in of contestants’ dads “showing off [their] super hero skills” and a little quip about why their dads are super heroes.

It’s hard to deny that in this society, super dads are important, yet unfortunately somewhat rare. Forever 21’s contest only promotes great things for teens today – especially teen girls, though that’s not to say that it’s not important for teenage boys to have father figures as well. While men’s clothing is also offered via the line 21Men, it’s fairly common knowledge that the majority of Forever 21’s clientele are female. And any somewhat bright person knows that there have been many scientific studies proving the direct correlation of a young girl’s self-esteem with the presence of a father figure. Through this contest, Forever 21 is promoting good parenting and inadvertently telling teens, “It’s cool to have a great dad.” Warms your heart, doesn’t it?

Sure, Forever 21 is just trying to build three-way brand loyalty – store to teen to parent, but you’ve gotta admit it’s a smart move. Considering a lot of their shoppers are spending money their parents give them. And at the end of the day, those confident girls (and guys, if they want) can put on a mini-fashion show for their proud fathers.