Introduction
Essay Map Outline
Begin the Introduction with an engaging hook. Refer to the “Introduction” handout describing
various kinds of hooks that are often used to “hook” readers.
Then provide background context for the topic such as the nature of problem or the increasing
controversy, a brief historical overview, or statements from professional experts.
End with the thesis.
Thesis—Statement of your opinion/claim (What you will be arguing in your essay): Forever
21, one of the most frequently visited clothing stores, is the number one stop to many people,
such as teens, young adults, and people beyond. Forever 21 uses various techniques in its retail
space in order to attract consumers, and to keep their business. The company’s window
displays, promotions, large product variety, and store layout continue to attract people of
different backgrounds, races, sizes, etc.
Body—The sequence of sections or moves you will use in leading your reader through your
analysis.
With what point or idea will you begin? What point or idea should logically follow that? What
point will continue to build your argument after that? To help you clarify your thinking, explain
your rationale or reason for ordering each “move” on the line entitled “Why this move?”
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Body Sections or Moves
Note: The rationale (Why this move?) will not be included in the actual essay. Rather, it is a
metcognitive exercise that forces you to reflect on how you will order your sections and
defend the logic of the sequence. You do not need to use all 6 sections.
I. Forever 21 displays stylish outfits on their mannequins that appeal to males and females in
their teens, as well as in their older twenties.
Why this move? The window displays are the things that, when shopping, people look to in
order to get a sense of the whole store. If the outfits on display aren’t something they like, then
they won’t shop there.
II. Forever 21 constantly has numerous promotions going on, such as “buy one, get one free,”
student discounts, and 10% off purchase when you join the Forever 21 mailing list.
Why this move? When people feel like they’re frequently getting a good deal, they tend to
enjoy shopping and spending their money “wisely.” People believe they’re receiving more than
what they pay for, which keeps customers coming back.
III. The company’s large variety of products attracts people for almost any occasion, business
attire, casual attire, as well as products such as coffee mugs, notebooks, and shoes.
Why this move? The larger variety a store has attracts people to visit the store for purposes
other than shopping for clothes, or giving another business their money when they can spend
their money in Forever 21. The wide variety of sizes, colors, and styles of clothes also plays a
role in the audience they’re attracting.
IV. Forever 21’s store layout organizes a group of brands and brand styles so that it’s easier for
shoppers to find what they’re looking for.
Why this move? The layout includes clothing racks spread out across the store, tables with
products on them, and shelves and racks on the walls filled with clothes or products. The store
uses the most of its retail space to put across the promotions that are going on. It also uses
space to fill it with an enormous amount of products.
Conclusion Idea
Conclusion—Present a thoughtful, closing idea for your reader to consider. Don’t just
summarize your points. You might present a witty reflection on human nature, comment on the
effectiveness of a solution, reconcile with the opposition point of view, alert the reader to the
dangers if action is not taken, or offer a hopeful inspiration.
Forever 21 keeps customers happy, and coming back to shop there, because of its stylish
window displays, various promotions, large product variety, and spacious, yet fulfilling store
layout. Forever 21 appeals to many people, with differing purposes, for many reasons. You
think of it and Forever 21 probably has it, for a good price and a nice experience.