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Forever 21 Digital Strategy
- 1. Fierce Forever: Seven Ways for Forever 21 to Get on Top of the Game Osazuwamen Usuomon
- 2. Target Audience Current • Sex: Woman • Age : 13-24 • Sizes: 0-20 Improvement • Inclusivity • Plus sizes • Men • Racial/Physical diversity, and men to match the current market.
- 3. Website Current • High Usability • Standard Website conventions Improvement • Plus Size Men’s Clothing
- 4. Search Engine Optimization Current • Poor SEO • Forever 21 is a major brand • Not on the first couple pages of results Improvement • Target keywords • “long sleeve dress” • “plus size black dress” • “Ripped jeans for men” • Monitor KPIs to quantify success
- 5. Email Marketing Current • Optimized brand • Good copy and Content • Great Social Media Integration • Weak footer in email Improvement • Personalize email in footer • “Things You May Be Interested In “ bar
- 6. Digital Display Advertising 0.9 0.1 0.6 0.4 0.94 0.06 Clicks On Clicks By Click-Through 0 0.2 0.4 0.6 0.8 1 1.2 TypeofClickData Percentage Rates Digital Display Advertising Analysis Clicks By Bots Clicks By Humans Clicks On Accident Clicks On Purpose No Click-Through Click-Through Rate My recommendations based off this analysis would be against using display advertising. I would invest towards newer and more profitable for of advertising such as social media.
- 7. Social Media Social Media • Flexible platforms • Use the following promotions • promoted posts • website links • page likes • offers • These options could end up in an audience conversion • Promote Forever 21 updates to a wider audience, while having people see the offers, we have and linking to the website
- 8. Social Media Social Media • sophisticated the platform is for social media advertising • uses the PPC model • methods that I would choose is “click to follow” and “click to engage” • uses the PPC model • mode of advertising available are promotion of pins • I would not recommend doing advertising • keep an active account on LinkedIn for brand awareness The metric that I would watch out for to determine a successful campaign on social media would be engagement.
- 10. Implementation To implement all these things would cost $400,000 a month. This is including the price of lucrative SEO keywords, social media influencers and PPC/CPM advertising, which has been known to create larger returns in profit. I believe adjusting the current strategy could greatly improve Forever 21’s web traffic and in turn revenue.
Editor's Notes
- The main target audience for Forever 21 is currently women aged 13-24. The site does a good job at accommodating this target audience. The homepage of the website has more pictures and deals that pertain to the target audience or any other demographic but excludes plus sized women aged 13-24. In order to improve the websites success, I would be more inclusive of the type of people represented on the homepage. This is to match the current market and other competitors like aerie. This pictures are already on the f21 website or its competitors.
- Since this site has a high usability and follows a lot of standard website conventions, that means it is very responsive. The only change that I would make to the layout of the website would be to make plus size men’s clothing easier to find. As of right now, there is no heading or sub-heading for this type of clothing. Adding this heading could bring in more traffic to the site, especially if this is one of the targeted phrases to increase search engine optimization.
- In terms of Search Engine Optimization, Forever 21 is doing poorly. The site’s search engine is not optimized. I can tell because when I search up keywords that pertain to the site and their target audience Forever 21 is not on the first couple of pages. I would recommend improving optimization by targeting different keywords for each page of the site. Based off Wordstream, some keywords that Forever 21 should be target long sleeve dress, high-waisted jeans, plus size black dress, and ripped jeans for men. In order to quantify improvement of SEO, I would recommend monitoring KPIs (Key Performance Indicators) Forever 21 should monitor users, session, bounce rate and pageviews, along with following is organic search channels are leading to higher web traffic. These are not indicators of sales. This information is a good indicator of whether the website is benefiting/influencing sales. We would like to see a low bounce rate and longer sessions, which means that people that come to the website ae finding what they are looking for.
- Before Forever 21 targets new customers, I believe that they should work on optimizing the experience for their existing customers. For instance, we considering email marketing, we see that Forever 21 does a particularly good job at including brand optimization, copy, content and social media integration. Where Forever 21 is lacking is in the footer of the email. The footer of the email is where attention is lost. As of right now Forever 21 is missing a way to link back to the website. A good way to change this would be to include a “Things You Might Be Interested In” bar. This would be a good way to personalize the email by including items that whoever is being targeted.
- When focusing on advertising for Forever 21, I have recommended against using display advertising. This is because of the increase in banner blindness and blockers. Marketing Insider Group states that click-through rates are 0.06 percent on average. It also states that 90 percent of those clicks are by bots and out of those who are human 60 percent of those clicks are accidental. We should be investing in newer and more profitable forms of advertising. I recommend going the social media route.
- On social media, I would target people who are more interested in clothes and/or fashion are likely to buy more clothes. I would also do a mix of PPC and CPM type advertising in the beginning to see which form works best for Forever 21. I would recommend using Facebook and Instagram, because it is the most flexible out of all platforms. Out of all the promotion methods available, I would choose promoted posts, website links, page likes and offers. This way we can promote Forever 21 updates to a wider audience, while having people see the offers, we have and linking to the website. I feel as if these options are the most likely to end in an action/sale.
- I would recommend using Twitter because of how sophisticated the platform is for social media advertising. The methods that I would choose is “click to follow” and “click to engage” methods. Since, Twitter exclusively uses the PPC model, instead of paying for every click to the website (some of which will be by accident), we should pay for the times users engage directly with our brands in ways that are less likely to be accidents or bots. I recommend using Pinterest as another form of PPC advertising. The mode of advertising available on this app are promoted pins. On Pinterest, when a user is making fashion related boards, people will see pins containing Forever 21 item pins! On LinkedIn, I would not recommend doing advertising, to begin with. This is because I do not think this business-related platform is the right space for clothing ads. I would recommend keeping and active account on LinkedIn just for brand awareness. I would also recommend posting about how Forever 21 is expanding the type of clothing they must scrubs and business attire. I would leave room to advertise on this platform down the line. The metric that I would watch out for to determine a successful campaign on social media would be engagement. I would watch out for engagement because it is often measured by observing interactions beyond clicking an ad.
- Along with social media, Forever 21 should incorporate inbound/content marketing. This can increase sales, save costs and create loyal customers. Some examples of Inbound/Content Marketing that I would recommend for Forever 21 are clothing lookbooks, clothing/weather reports, and blog posts. We will make content that our target audience will like, in order to get natural and continuous traffic to the site and social media. An example of a clothing lookbook is pictures above so when a consumer searches “what to wear to a work party” the might be directed to a page like this.
- To implement all these things would cost $400,000 a month. This is including the price of lucrative SEO keywords, social media influencers and PPC/CPM advertising. Which has been known to create larger returns in profit. . I believe adjusting the current strategy could greatly improve Forever 21’s web traffic and in turn revenue.