TODAY & TOMORROW
TABLE OF CONTENTS
05
BACKGROUND
14 INTRODUCING... FOREVER SUSTAINABLE
07
TARGET MARKET
15 PACKAGING
08
WHAT’S WORKING
16 PRODUCT ASSORTMENT
11
WHAT’S NOT WORKING
18 WEB DESIGN 19 MARKETING CAMPAIGN 21 EVENT LAUNCH
TODAY
BACKGROUND 1984
Forever 21, originally Fashion 21, was founded by Do Wang Chang and wife Jin Sook Chang.
1987
Became Incorporarated
1989
1st mall store
1995
Opened 1st location outside of California in Miami
1999
New prototypical store with complete redesign of merchandising windows and a square footage of 9,000 ft
2001
Opened XXI Flagship store in Texas, Miami, Los Angeles, Chicago, and Edmonton, Canada. The average size of the flagship store was 24,000 sq ft.
2005
Forever 21 had over 355 locations nationwide with brands including Forever 21, Forever XXI, For Love 21, and Gadzooks
2006
Forever 21 opened their new flagship store in Pasedena, Ca. The store is 40,000 sq ft and has two levels.
2009
Chang’s daughter’s Linda and Esther joined the family business in the marketing department
2014
Launched an installation of a 5.1-megawatt solar power system at their Lincoln Heights headquarters
2016
Launced new Plus-size Activewear
TARGET MARKET NAME: Victoria Rivera GENDER: Female AGE: 21 OCCUPATION: Fashion blogger LOCATION: Brooklyn, NY SHOPPING INTERESTS: Looks for trendy and high fashion styles, but also loves to find bargains HOBBIES: Loves being a socialite, going to the latest fashion shows and events, and enjoys doing yoga. FAMILY LIFE: Single and enjoys her independence, but looks forward to starting a family in the future
WHAT’S WORKING They have success in building a brand that reaches a demographic of all ages and ethnicities. They show that they care about their consumer’s wants and needs.
Affordable Prices: They have managed to create affordable trendy apparel and accessories that has helped to buid an empire that is now worth 4.4 billion dollars.
WHAT’S NOT WORKING SUSTAINABILITY Unlike H&M and TOPSHOP, their competitors in the fast fashion world, Forever 21 has yet to launch a sustainable fashion line. Although they have been successful, their failure to become eco-friendly has been noticed by their consumers and can potentially decrease their growth.
WEBSITE THEIR WEBSITE SHOWS LACK OF ORGANIZATION AND FOCUS. THEY HAVE MULTIPLE TRENDS ALL ON THEIR OPENING PAGE IN LINEAR FORM WHICH MAKES IT HARD FOR THE CONSUMER TO DIRECT THEIR INTEREST.
TOMORROW
INTRODUCING.... FOREVER SUSTAINABLE
PACKAGING The new packaging for Forever Sustainale is made from recycled paper. It still keeps Forever 21’s color choices and logo, but is more appealing to the eye.
FOREVER SUSTAINABLE IS A BRAND EXTENSION FOR FOREVER 21 THAT OFFERS PRODUCTS THAT ARE ECO-FRIENDLY.
PRODUCT ASSORTMENT APPAREL CATEGORY
MATERIALS
SIZE
SHIRTS ORGANIC COTTON, ORGANIC SILK, PANTS ORGANIC POLYESTER, RECYCLED DENIM, DRESSES ORGANIC LINEN JACKETS SKIRTS
ACCESSORIES CATEGORY EARRINGS NECKLACES BRACELETS
XS, S, M, L XL, XXL
FOOTWEAR MATERIALS
CATEGORY
RECYCLED METAL BOOTS AND WOOD HEELS SNEAKERS
MATERIALS NATURAL RUBBER, ORGANIC LEATHER ORGANIC COTTON ORGANIC LINEN
WEB REDESIGN
MARKETING CAMPAIGN
EVENT LAUNCH
FOREVER 21 WILL HOST AN EVENT LAUNCHING THEIR NEW BRAND EXTENSION, FOREVER SUSTAINABLE. AT THIS EVENT, THEY WILL DISPLAY SOME OF THEIR NEW PRODUCTS FROM THIS LINE WHICH INCLUDE APPAREL, FOOTWEAR AND ACCESSORIES. THERE WILL ALSO BE A CHANCE FOR CONSUMERS TO PURCHASE PRODUCTS FROM THIS NEW LINE AS WELL A CHANCE TO WIN SOME PRODUCTS AS WELL FROM A RAFFLE DRAWING
LAUNCH EVENT AD
TRANISE SHARPE PROFESSIONAL PORTFOLIO PRACTICES WINTER 2016