NMDL Digital Strategy for Forever 21


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NMDL Digital Strategy for Forever 21

  1. 1. Target Market Analytics<br />Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br /><ul><li>18-24 year old American females in college
  2. 2. Website traffic:
  3. 3. Sites linking in: YouTube, Google, Twitter, Amazon, Blogger
  4. 4. 16% just came from Facebook
  5. 5. 15% bounce rate, 15 page views per average user
  6. 6. <20% directed from search engine</li></ul>Source: Alexa.com<br />
  7. 7. Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br />Current Marketing<br />
  8. 8. Inauthenticity and Self-Serving “Expertise”<br />Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br /><ul><li>Reputation as “cheap” vs. brand positioning as a chic fashion industry leader
  9. 9. Twitter and blog posts rarely reference or link to unaffiliated sources in the fashion industry (i.e. influential magazines etc.)
  10. 10. Entire websites/blogs dedicated to dissing the brand:
  11. 11. Wtforever21.com
  12. 12. Foreverunfair.wordpress.com</li></li></ul><li>Legal Troubles<br />
  13. 13. Legitimizing Expertise<br />Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br /><ul><li>Twitter tactics:
  14. 14. Follow and retweet influential people/brands
  15. 15. Link to places other than F21 sites!
  16. 16. Blog tactics:
  17. 17. Cite articles from respected magazines or well known fashionistas when telling readers what’s “in”.</li></li></ul><li>Blogger & Customer Outreach<br />Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br /><ul><li>“Real 21” campaign
  18. 18. A contest to find 21 real customers to serve as brand reps – prizes, appearances, etc.
  19. 19. Connect with bloggers
  20. 20. Reward loyal customers who aren’t getting paid to endorse the brand!
  21. 21. A simple blog comment can make a difference</li></li></ul><li>Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br />Increased Social Media Usage<br /><ul><li>Upload more videos to YouTube (behind the scenes at photoshoots, celeb or street interviews, etc)
  22. 22. Link to videos from customers featuring their hauls, encourage customer content
  23. 23. Consider using Flickr as another platform for content sharing
  24. 24. Customer rewards for checking in via location-based apps </li></li></ul><li>Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br />PR Strategies<br />Public Relations<br /><ul><li>Regular brand monitoring
  25. 25. Address negative press
  26. 26. Directly: Blog about copyright infringement allegations
  27. 27. Indirectly: Contest for customers to submit original designs
  28. 28. Ignoring the issue can make it worse</li></li></ul><li>Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br />Timeline & Budget<br />Timeline<br /><ul><li>Increase efforts around holidays (i.e. Black Friday), seasonal shifts, and back-to-school times
  29. 29. 40% public relations, 40% promotional campaigns, 20% advertising
  30. 30. Focus on repositioning and increasing loyalty vs. increasing exposure through traditional or online advertising</li></ul>Budget<br />
  31. 31. Get “Real”<br />Company Overview<br />The Problem(s)<br />The Solutions<br />Conclusion<br /><ul><li>Focus less on the hard sell and more on building trust in the brand
  32. 32. Demonstrate the brand’s emphasis on authenticity
  33. 33. Highlighting real customers and their originality
  34. 34. Increase quantity of content on image-driven platforms (YouTube, Flickr)</li>