An integrated marketing communications campaign for Forever 21

• Main Author: Palsis, Julius A.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Marketing > Philippines; Advertising > Philippines; Branding (Marketing) > Philippines; Women's clothing > Philippines; Forever 21
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5405
• Institution: De La Salle University

Forever 21 one of the most well-known fashion brands in the globe has been in the Philippines for quite some time. Today, it is currently facing certain challenges and opportunities in the Philippines. The Philippines economic standing continues to have positive growth year on year until 2020 and has impacted the womenswear category positively. In the Philippines, the womenswear category has been growing by 6% in terms of sales value from 2010 to 2015. However, it has become more fragmented with the emergence of internationals brands, like Bershka, Stradivarius, H&M, and Uniqlo. This should be a key consideration as the brand plans how to move forward. According to the UAI results, Forever 21 is doing well in the Philippines with a brand awareness of 99% and usage of 94%. For image and perception it is aligned to what the brand communicates stylish and affordable. Given that Forever 21 is a strong brand and it is currently being challenged by the emergence of new competitors, the task is to sustain the current standing of Forever 21 in the market or better yet to grow as a brand in terms sales value and volume. This proposal intends to map out a plan on how Forever 21 can protect its current customer base given the emergence of new competitors. The main strategy is to build affinity to drive preference. If preference is established then regardless of competition consumers will still patronize Forever 21.