Schema Magazine

Insanely popular fashion chain store Forever 21 is proving to the world that the family business model is a strong contender in the fashion world. Linda and Esther Chang, daughters of Forever 21's Korean American founders Don and Jin Sook Chang, have joined the $2 billion-brand, making their impact in the marketing and visual design departments.

The Los Angeles Times has profiled the sisters, noting their staying power.

Low prices? Trendy merchandise that cycles in and out of stores on a daily basis? Super-size stores modeled after the 86,000-square-foot location that recently opened in Cerritos?

Forever 21 has all that, but the real secret weapon may be a couple of women who look as if they're barely out of high school. Linda Chang, 28, and her sister Esther, 23, the Ivy League-educated daughters of Forever 21's Korean American founders Don and Jin Sook Chang, seem to have the stylish eye and marketing savvy to take the $2-billion brand into the future and make it a competitor on a global level with European fast-fashion giants H&M, Mango and Zara. (from The Los Angeles Times)

Angry Asian Man has also given notice to the Chang sisters, associating their names with the "future of the empire, which isn't going away any time soon."

If you haven't heard of the Chang sisters before, you're probably not the only one. This is my first time coming across their name. As the Los Angeles Times notes, "it's because the company has shied away from courting the media. A reporter visiting Forever 21's downtown L.A. headquarters is admitted only to the lobby and a conference room. The building doesn't even have a sign outside!"

You can be sure that the names Linda and Esther Chang will soon be heard everywhere in the fashion industry. And I'm sure you can expect big things from Forever 21 in the future.