Mikalia DennisADV 420 Final PresentationSpring 2012

Females ages 15-24

As a well-known apparel company in a competitive clothing market, the demand to stay relevant and fresh is at an all time high. In order to remain significant, certain aspects of Forever 21 need to be emphasized and retouched upon.

Who to target:

Goals & Challenges

Known for copying current name brand ideas

Lack of originality No geographical

boundaries within the U.S. to target

Transform niche of having “inexpensive style”, from being considered “cheap”

Become an easily-identifiable brand

Use of social media to broaden web presence

Integrated Theme

- Creative improvements to current media objectives, as well as an addition of some new strategy tactics

DIGITIAL ERA

FOREVER 21, NEW Mobile App

Smart phone app with which consumers can rate their clothing on a scale of “I like it” to “not my style”

Would give field researchers the opportunity to pre-test and test current and/or future products before they reach stores

Resulting in no more wasted money on mass producing items that just won’t sell, smart.

Not my style

I like it!

What to Improve:

GOOGLE ADWORDS

Incorporate new, more distinct key phrases:

-distressed skinny jeans-striped bandage skirt-trendy camis and tanks

(for example)

BLOGGING/”VLOGGING”

More incorporation of “what’s happening?” with the company

Citing other fashion blogs that draw in some inspiration to Forever 21 as a clothing brand

Balance fun and entertainment with real time news or announcements

More Improvements

TWITTER/FACEBOOK FOLLOW/RETWEET

other significant fashion tweeters

ENGAGE the audience with two-sided communication

REFER to more links, other than the Forever 21 home page

FACEBOOK INTRIGUING posts ENGAGE the

audience with two-sided communication

ASK for consumer opinions

Budgeting

Distribution of Campaign Budget

"Rate Me" AppGoogle AdWordsSocial Networks

-A budget for this campaign will be fairly inexpensive:

-60% -- “Rate Me” App

-30% -- AdWords

-10% -- Social Networks

TOTAL: $1.3 MIL

Metrics of Success

Even w/o immediate sales, progression can be measured:

AdWords works on a pay-per-click payment basis

Google Analytics provide businesses with webpage traffic information i.e. for home pages or

blogs

The use of new media in an up-coming digital world will separate you from your competitors. Being

able to master what these new and innovative services have to

offer will yield nothing but positive results for Forever 21.