“Always changing” is a key to the firm’s strategy. New items replace old ones in a daily cycle. Young women(teens and 20-somethings) With an eye for the newest fashions A small wallet
EXCHANGE OLD FOR THE NEWForever 21 emphasis on “disposable” clothing ataffordable price ( average price for a top< $12).Bring your four OLD Forever 21 clothes to exchangefor a NEW one.
KPI- Brand EngagementRetweets, forward, sharing, comments, like or ratesomething, reviews, traffic from social networking sites,time spent on site, response time. Tools1. Social Media2. Internet Marketing3. Mobile Marketing
FacebookPrimary source of interaction withcustomers. Keep updating dailyand keep conversations with fans. TwitterEncourage fans to post photos.Give quick feedback.Create a custom hash tag for bigidea #ExchangeOldforTheNew”or #EOFTN.
YouTubeUpload videos talking aboutcreative ways to wear Forever21’s apparel. PinterestMore two-way communicationAsk for consumer opinionsCreate a board for fans
Google AdWordsIncrease Forever 21’s SEOvalue. Keywords: exchangeold for the new. Search engine marketing1. Google2. Yahoo3. Bing
Mobile App DevelopmentCurrent mobile app only got 2.2starts out of 5.“Discount only for iPhone, notfor Android”“It just show random pictures”“No shopping and browsingavailable”SOVLE THESE PROBLEMS!
Budget Distribution Six months campaign(from January to June). Digital agencyDigital agency works 3 hours Mobile Appa day. $ 140,000. Mobile app development. Google AdWords $10,000. Search engine Google AdWords. marketing $500,000. Other Internet marketing. Total budget $ 500,000. would be around $1,150,000.
The campaign may not be profitable for the first sixmonths.However, after we get the big idea spread, targetaudiences become more used to keep up with thechanging fashion, and their old clothes would havealready been replaced with the new ones. Forever 21will make big profits from the campaign for a long run.