Forever 21 proposes creating an image search algorithm that allows customers to upload photos of clothing items and see similar products available from Forever 21. They would promote this feature across social media platforms like Facebook, Twitter, and Instagram using hashtags and customer stories. The strategy involves using SEO, mobile apps, email marketing and social advertising to connect with customers and drive traffic to the new photo search tool. The total budget proposed is $177,000, including funds for programming the algorithm, miscellaneous advertising costs, and social media advertisements.

1. Digital Marketing Strategy
Stephanie Kline ADV 420

2. • Anyone and everyone
• Women, Plus Size, Men,
Girls and Beauty Lovers
• Main focus is on women
• Anyone who is on a tight
budget, but still wants to
keep a trendy closet
• Online shoppers

3. Create an algorithm where customers can
upload any photo of a clothing piece, and have
results of Forever 21’s similar items pop up

4. Facebook
Continue to interact with
customers through
Facebook, and encourage
customers to post their
success stories from photo
searching
Twitter
Post photos of popular
outfits worn by celebrities
with a side comparison to
what Forever 21 sells
that’s similar
Instagram
Create the hashtag
#PhotoShoppingF21 and
encourage customers to post
photos of outfits that they have
bought through the photo
search engine, along with the
photo they entered into the
search engine

5. SEOs
Keywords: photo search
shop, image search shop
Mobile
Create a location on
the app where
customers can easily
upload a photo and
find similar items
they can buy

6. Social Media Platforms are the best form for online
advertising
Forever 21 will be able to:
• Connect with customers
• Promote photo searching
• Provide coupons to followers

7. Email Marketing
• Send emails with subject
bars such as “Want Celebrity
Similar Clothes?”
• Send coupons to customers
that use the image search to
find their clothes

8. KPI
Record how many retweets,
comments, likes, favorite, and
times the hashtag was used on
social media
Tools/Tactics
• Social Media
• “Latest Trends” blog

9. Hire a programer to code
algorithm
• 12 weeks to program
• 40 hrs/week
• $150/hr
• = $72,000
Miscellaneous Advertisment Costs
• =$45,000
Social Media Advertisments
• =$60,000
Total Budget
• $177,000

10. If Forever 21 created this image search algorithm, they would be one
step above the competition. Their online store could create a lot more
traffic, which could lead to more sales.