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FOREVER 21
M A R K E T I N G M I X
BY H A N I S H A M OT WA N I
INTRODUCTION
• American chain of Fast Fashion Retail Brand
• Founded in the year 1984 with its first store in Los Angeles.
• By 2015, the Brand has grown to sell their clothing lines in over 700 stores in the
America, Asia, the Middle East, and the UK
• They are known as the Fast Fashion retailers as they are able to
quickly move the designs from Catwalks, Fashion Shows
to the mainstream consumers
• Forbes Magzine ranks Forever 21 number 95 in
America’s Largest Private Companies.
RANGE OF PRODUCTS OFFERED
• APPAREL
• BAGS
• BELTS
• SHOES
• JEWELLERY
• SUN GLASSES
• BEAUTY PRODUCTS
• HAIR ACCESSORIES
For: Men, Women & Kids
TARGET MARKET
CORE
Design
Quality
ACTUAL
Casual Wear
Formal Wear
Accessories
AUGMENTED
Sales Assistance
Trial Rooms
Exchange
Option
QUALITIES OF A GOOD
BRAND NAME
• Suggests Product’s Benefits & Qualities:
To be Eternally 21!
• It is easy to pronounce, recognise &
remover
• No brand name with similar combination
• Can be legally protected
MAJOR
COMPETITORS
• DIFFERENTITING FACTOR FOR FOREVER 21?
• MAJOR CONCERN?
FOREVER 21: THE SOCIAL MEDIA HUB
FACEBOOK
13,143,594 likes
Last posted updated: 9 mins ago
TWITTER
2.24M Followers
Last post updated: 2 hrs
ago
YOU TUBE
Followers: 47,748
Last Post: 4 months ago
Needs Improvement!!
Mobile App
SALES PROMOTION
PUBLIC RELATION
Launch of the Flagship Store @ 313 Somerset
• Invited VIP & Celebrities for ribbon
cutting ceremony
• Invited Media to cover the event
• Performances by Stilt Walkers & Hip
Hop dancers
• Photo Shoot by popular local Bloggers
• Fashion Parade showcasing their cool
outfits
SUGGESTIONS:
OFFLINE MEDIA:
BILLBOARDS
MAGZINE ADDS
MISSION STATEMENT
To provide shoppers with
an unprecedented selection of today's
fashions with affordable prices.
They are known as "always changing and
always in style"
TAGLINE
PRICE COMPARISONS:
FROM S$2.00 TO S$100.00
FROM S$5.00 TO S$320.00
FROM S$2.00 TO S$290.00
PRICING STRATEGIES
PRODUCT BUNDLE
PRICING
PROMOTIONAL
PRICING
PSYCHOLOGICAL
PRICING
SUGGESTIONS!!!
OPTIONAL PRODUCT PRICING
DISTRIBUTION CHANNELS
One Level Distribution Channel:
Speciality Store
Zero Level Distribution
Channel:
Mobile App
LOCATIONS IN SINGAPORE
FORVER 21
Forever 21 SMRT
Orchard Station
Forever 21 Sports Hub
Kallang Wave Mal
Forever 21 Vivo
City
Forever 21
313@Somerset
AMBIENCE OF THE STORE
• Easily accessible, located in Malls and Shopping Markets
• White lighting and floors sparking
• Products organised basis on Price as well as categories
• Trial Rooms available in all stores
• Eye Catching Visual Merchandising
• Rock & Fusion Music at optimal volume
LEARNING FROM THE MISTAKES
Forever 21

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Forever 21