Forever 21's marketing strategy focuses on encouraging customers to constantly replace old items with new ones. The presentation proposes a campaign called "Exchange Old for the New" where customers can trade in 4 old Forever 21 items to receive a new one. Key performance indicators like social media engagement will be measured. The campaign budget is $1,150,000 to be spent over 6 months on social media, internet marketing, mobile app development, Google AdWords and search engine optimization with the goal of increasing long term profits despite an initial lack of profitability.

1. Final Presentation by Xuefei Peng

2. “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

3. EXCHANGE OLD FOR THE NEW
Forever 21 emphasis on “disposable” clothing at
affordable price ( average price for a top< $12).
Bring your four OLD Forever 21 clothes to exchange
for a NEW one.

4.  KPI- Brand Engagement
Retweets, forward, sharing, comments, like or rate
something, reviews, traffic from social networking sites,
time spent on site, response time.
 Tools
1. Social Media
2. Internet Marketing
3. Mobile Marketing

5.  Facebook
Primary source of interaction with
customers. Keep updating daily
and keep conversations with fans.
 Twitter
Encourage fans to post photos.
Give quick feedback.
Create a custom hash tag for big
idea #ExchangeOldforTheNew”
or #EOFTN.

6.  YouTube
Upload videos talking about
creative ways to wear Forever
21’s apparel.
 Pinterest
More two-way communication
Ask for consumer opinions
Create a board for fans

7.  Google AdWords
Increase Forever 21’s SEO
value. Keywords: exchange
old for the new.
 Search engine
marketing
1. Google
2. Yahoo
3. Bing

8.  Mobile App Development
Current mobile app only got 2.2
starts out of 5.
“Discount only for iPhone, not
for Android”
“It just show random pictures”
“No shopping and browsing
available”
SOVLE THESE PROBLEMS!

9. Budget Distribution
 Six months campaign
(from January to June). Digital agency
Digital agency works 3 hours
Mobile App
a 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.

10. The campaign may not be profitable for the first six
months.
However, after we get the big idea spread, target
audiences become more used to keep up with the
changing fashion, and their old clothes would have
already been replaced with the new ones. Forever 21
will make big profits from the campaign for a long run.