Post on 23-Jan-2015
description
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.