Fast fashion at a low price
Objectives and Strategies
o Forever 21 is a fantastic
company with great growth
and sales. With this said, the
company is expanding into
wider markets; i.e. men. New
promotional outlets pertaining
to this demographic were
recognized by Lucky 13
Promotions as necessary.
Objectives and Strategies
Traditional Media was a missing piece in
Forever 21’s advertising. Social media, however,
is the majority of which they advertise
currently. Studies show that men are not as
social media inclined as women, therefore
traditional media had another push (Crooks).
Forever 21’s main competitor is H&M which in
advertising is TV heavy. Using print media in
the ways listed and commercials will broaden
the scope of consumers reached, including the
new and additional target. It will instill added
foot traffic competition within the fast fashion
industry.
o Traditional media
o Billboards
o Magazines
o Direct Mail
o Television
Commercials
Billboard Idea 1
• Women and men in the
advertisement to help
introduce the new men’s
products into the market.
• Utilizing role models
(Taylor Lautner) to
idealize the brand
Billboard Idea 2
• Image from the Holiday
photo shoot
Magazine Ad
• Directed to the
established male
market
• Featuring sweaters
for Forever 21’s
“sweater initiative”
• Showing the
competitive price
point
Magazine Ad
• Directed towards
men
• Featuring Top 5
Winter Statements
• Showing that Forever
21 carries the whole
out fit
• Apparel, shoes,
and accessories
Magazine Ad
• Promoting men
alongside women to
help integrate the
additional market
• Promoting Holiday
Looks
Magazine Ad
Magazine Ad
• Inspirational
winter looks for
men
Television Commercial
• Images taken from Forever
21’s Holiday Photo Shoot
• Featuring and Promoting
men and women
References
• (2010). Retrieved from http://f3fundit.com/blog/cheap-tv-advertising-forthe-startup/
• Nylind, L. (Photographer). (n.d.). Retrieved from
http://careers.guardian.co.uk/careers-blog/ask-the-experts-getting-onto-amagazine
• (n.d.). Retrieved from
http://www.forever21.com/Company/history.aspx?br=f21
• Crooks, R. (n.d.). How the american man really spends his day. Retrieved
from http://www.esquire.com/the-side/feature/time-managementinfographic-061709