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Forever 21 - Marketing

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by

Trixie Cruz

on 11 March 2013

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Transcript of Forever 21 - Marketing

LOS ANGELES CALIFORNIA - April 21, 1984
- Do Won Chang & Jin Sook Chang
- Fashion 21 PHILIPPINES - Franchised by SM OBJECTIVE To expand more
Increase a total awareness of brand among target market
Increase customer retention and brand loyalty MISSION To provide shoppers with
an unprecedented selection
of today's fashions
with affordable prices. PRICE PLACE PRODUCT PROMOTION MARKETING MIX SM Megamall (July 2010)
SM Makati (April 2011)
SM City Cebu (November 2o11)
SM North Edsa (April 2012)
SM Mall of Asia (July 2012)
SM Lanang Premier
Davao (September 2012) Forever 21 +
Love 21
Forever 21 Girls
21 Men Clothing: P700 - P1,800
Shoes: P800 - P1,600
Bags: P1, 000+
Accessories: P200 - P800 Billboards
Blogs
Facebook
Twitter
Pinterest
Instagram NCR - 11, 855, 975 population
Male - 5, 666, 671 (47.8%)
Female - 6, 189, 304 (52.2%) Multi-Cultural
(Spanish, Chinese, Japanese, Korean)
Trends Transport products via sea
Energy efficient lightning systems MACROENVIRONMENT DEMOGRAPHICS Target Market
FEMALES - 18 to 24 years old
Middle & Upper Class Political Environment Culture
Technology
Legal Requirements
Tests
Preferences of people NATURAL ENVIRONMENT SOCIO-CULTURAL ENVIRONMENT STRENGTH WEAKNESS OPPORTUNITY THREATS SWOT MATRIX Recent trends
Different formats
Located at high customer traffic
Online Shopping Duplicating ideas
Randomly organized
Too large stores
Low quality products Improve customer service
Expansion in different regions
TV Advertisement Bazaars MARKETING STRATEGY OFFICIAL WEBSITE SOCIAL MEDIA PRINT MEDIA Forever 21 Apps
Facebook
Twitter Instagram CONSUMER MARKETS BUSINESS MARKETS RESELLER MARKETS CUSTOMERS FASHION INDUSTRY FEMALES ONLINE SHOPS SUPPLIERS Made-in-the-USA merchandise produced in California
Most product is imported
Southern California Suppliers FOREVER 21
COMPETITORS COTTON
ON TOPSHOP PARITY DIFFERENCE Same line of products
clothes
shoes
bags
accessories Offers
kids apparel
plus sizes
maternity clothes LOCATION AFFORDABILITY STYLE &
UNIQUENESS QUALITY WEBSITE
ADVERTISEMENT FOREVER 21 UNIQLO TOPSHOP COTTON ON UNIQLO Philippine Daily Inquirer SUNDAY FULL PAGE (9x53 cm) 349, 450.29 Manila Bulletin SATURDAY FULL PAGE (9x53 cm) 150, 225.00 Chalk Magazine Meg Magazine DIGITAL PROFILE 30, 094, 560 Filipino Facebook Users 11, 713, 520 Facebook Users 18 - 24 years old 8, 773, 426 are Female Users BRAND PURPOSE ACT BEHAVIOR
Full transcript