An integrated marketing communications campaign for Forever 21

• Main Author: Lopez, Anne Wileen L.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Fashion 21—Marketing; Clothing trade; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6247; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13319/viewcontent/Lopez_Anne_Wileen_11796804_1_Redacted.pdf
• Institution: De La Salle University

Forever 21, the pioneer of global fast fashion, has been experiencing a decline in sales globally due to its expansion, and the emergence of aggressive competitors, thus leading to the filing of bankruptcy of the head office in the United States. In the Philippines, Forever 21 remains to be one of the leading apparel brands, being fourth in volume and value sales. However, the brand is also behind top competitors when it comes to consideration and purchase intent. The top three competitors that were identified, in terms of brand share, perceived target market, and price point, are identified as BENCH/, Uniqlo, and H&M. The strategies of these brands were analyzed to understand the current market landscape, and how Forever 21 can further strengthen its position in the market. The challenge for Forever 21 is to reestablish its position in the market by increasing consideration for the brand. In line with this, the brand aims to increase sales during regular seasons. An advertising campaign was recommended, following the consumer purchase journey of product discovery, product research, purchase, and product advocacy. The top channels to be used for the campaign are social media, influencers, and branded content partnerships. Enhancements for in-store experience were also recommended. At the end of the campaign, the brand must measure, through Brand Health Tracking, and UAI studies, if the campaign was able to help increase consideration for the brand.