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8/19/2019 Fashion Merch Promo Plan
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F O R E V E R 21
F O R E V E R 21
F O R E V E R 21
# N E W 4 Y O U
F O R E V E R 21
Fashion Merchandising
Promotion Plan
“Summer Nude, New For You”
By. Jada Greer McKenzie Norris
Bedford High School
481 Northfield Rd. Bedford,
OH 44146
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Executive Summary
This fashion merchandising promotion plan was created in order to successfully launch the new, nude
summer line called “Summer Nude, New For You” accessible at Forever 21 stores across the world. The
promotional campaign is arranged to begin in mid March 2016 and will run continuously throughout the
summer then line when end at the August.
Like many thriving contemporary businesses, Forever21 was establish in Los Angeles in 1984, and has
grown to sell its clothing lines Forever 21, XXI Forever, Love 21, and Heritage in over 600 stores in the
Americas, Asia, the Middle East, and the UK.
The objectives of the promotional plan include three critical components: build awareness, encourage
customer excitement/ loyalty, and release the “Summer Nude” line. This plan supports brand strategy of
providing high quality products that are affordable and accessible retailer. Forever 21 is committed to
boosting customer excitement to resulting in further spending and increased publicity. Lastly, this plan is will
reach the intended target market audience with the new summer line program.
In order to successfully launch the line, Forever 21 will utilize a dynamic integrated market approach.
Special events will be used attracting customers and encouraging purchases of new collections. A national
fashion show be held in the fashion show mall in Las Vegas, Nevada, early March. The fashion show will
feature a showing of the “Summer Nude, New For You” line, which includes stage passes access in
Snapchat. Another fashion show will be held internationally in Dubai mall in downtown Dubai. #Nudeforyou
Shirts will be given on the day of selling in stores for the 100 people. Snapchat geotags will be used the day
of fashion shows. Additional promotions will include the utilization of magazine advertising, social media
campaigns, celebrity endorsement, visual merchandise displays, and a specialized skin tone mobile
application for users to engage them in the Summer Nude, “Nude for You” campaign. Summer 2016 will be
sizzling with the “New For You” line as consumers embrace the heat their own personal style.
Description of the Store
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Forever 21 is a private retail chain that specializes in apparel and accessories all over the world. The First
Forever 21 opened its doors in the year of 1984 in the Highlands
Park district of Los Angeles, California and has since then spread
to malls across America. Originally founded as Fashion 21, the
store was founded by South Korean husband and wife team – Do
Won Chang and Jin Sook. Within the first year sales rose from
$35,000 to $700,000, resulting in the name change from Fashion 21 to Forever 21. Forever 21 is not only
located across America but has a presence in major global commerce centers including Puerto Rico,
Canada, Asia, and Europe . The store sells affordable yet trendy merchandise. According to Forbes, Forever
21 is number 95 on America's Largest Private Companies list. The stores also have departments for plus size
women, children, and men. Forever 21 offers a wide variety of apparel styles, from evening wear to workout
gear. There are 723 Forever 21 stores worldwide as well as the online store which offers all of their brands
and international shipping.
Forever 21 stays on top by offering the latest fashions at affordable prices and making it extremely
attractive to the young women and men of their target market. Forever 21 like many other companies has
an exhaustive team of designers/manufacturers based in San Pedro “downtown LA” wholesale clothing
market.
Forever 21 has seen some remarkable accomplishments over the past 30 years. With a goal to become
an $8 billion company by 2017 and open 600 stores in the next three years, company leadership is excited to
see the company achieve in three years what it initially took 30 years to accomplish. Forever 21 is the 5th
largest specialty retailer in the United States . The expected for this line will revenue will be 9,000,000.
Objectives
Strengths-
Growing targeted demographic
faster and cheaper
Weaknesses-
Limited size selection in store
Limited Audience
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fighting its competitors head on
Opportunities-
Expansion in audience
Expansion in plus size and children's
Treats-
Competition
Trends
Supplies
Upon conducting this SWOT analysis we have determined that Forever 21 needs to
expand the size selection in stores. With the expansion of the sizes in the stores more
people would be willing to come and buy then and there.
Encourage Customer Excitement/ Loyalty
The priority is attracting brand loyalty by persuading and influencing loyal and long term
customers. By gaining long term customers the company can guarantee an increase in sales.
Interacting with customers via online channels a great way to grow our company and its
reputation. The company will give provide them with coupons after their first purchase of line
to excite the consumer and make them continue to buy from the line. The company will
continue to set up new customers with access to the email subscriptions is a great way to
keep customers linked and updated about sales and deals potentially increasing sales
because with trendy photos and styles we will be drawing customers in our portal to shop
online at any time anywhere.
Release the “Summer Nude, New For You” line.
Our goal is to incorporate trends and build and image. By keeping up with social media and
building an electronic profile we can attract new customers. We plan to continue working on
our social media including Instagram by posting trendy Tumblr photos because Tumblr is not
just a social media platform it is a lifestyle. To help gain credibility and enhance popularity
worldwide we will use Zendaya Coleman, Keke Palmer, and Cara Delevingne
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Zendaya Coleman is a great celebrity idol, because she is a young inspirational role model to
young women worldwide. Zendaya is known well for her work and experience from Disney.
Zendaya is known as a trendsetter and on top the latest fashion; always flaunting a new look.
She has won many awards in the past and her fame has only risen since then.
Scheduled Events and Promotions
In order to maximize promotional opportunities and to reach the target audience, Forever 21
will utilize an integrated marketing promotional plan that focuses on the individuality of the
consumer. Although the target audience is defined as females, aged 16-25 who display
trendies for the latest contemporary clothing, the makeup of the target population represents
skin tones of all races and nationalities. Therefore, the scheduled events and promotions aim
at communicating the individuality theme on a nationwide scale.
Special events:
1. National Fashion show:
A national fashion show be held in the Fashion Show mall in Las
Vegas, Nevada on March 12th , 2016. The Fashion Show mall holds real fashion shows every
hour. Every hour a fashion show will be held wearing “Summer Nude, New For You” forever 21
line.
2. International Fashion show: An international fashion show will be held in Dubai mall in
downtown Dubai on April 13, 2016 from 10pm -12pm. After the mall closes, the show will show
only the “Summer Nude, New For You” line. The day of both fashion shows backstage stage
passes with be given for Snapchat, as well as allowing users to use are geotag #NudeForYou.
3. 100 shirt giveaway:
For every national forever 21 store the “Summer Nude, New for You”
line will provide the First 100 customers will receive a free shirt with the hashtag #Newforyou
with a purchase from the “Summer Nude, New for You” line.
Advertising
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Celebrity Endorsement
: We have 3 celebrity endorsers that will represent all skin tones. Keke
Parmer will represent the medium and darker skin tones. Zendaya Coleman will represent the
medium and fair skin tones. Cara Delevingne will represent the pale and lighter skin tones.
Zendaya Coleman Keke Palmer Cara Delevingne
Magazine Advertisements: Ads will be place the April issues of Seventeen, Glamour, and
Teen Vogue Magazines.
Publicity
Interview with Cosmopolitan Snapchat: The segment with the three celebrity endorsers as
they provide view of the line with preview of some clothes and what can the customer to
inspect from the line. It will help reach its target audience because Cosmopolitan is the most
watch category on Snapchat. The target Audience for Snapchat refers to teenagers to Young
adults.
In-store activity
Summer nude by Forever 21 app promotion
App helps customers find their nude match and compliment colors that work well and
enhance that specific color.
Decor:
The displays will includes colors mimicking the collection and mannequins reflecting the skin
colors of real people. The Merchandise within the stores will be changed to summer attire, but
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the main focus will be on the Summer Line when you immediately walking into forever 21. As
you walk in the store in one side of the window it will the basic trendy clothes for the summer.
But on the other-side other window one of the Mankins will wear the #Nude4You free shirt.
Then different color Mankins will be dressed in the styles accordingly to the skin color. They
will stands on both side of it. Then have the logo really big behind them. Have a section on the
store with a billboard with “Summer Nude, New For You” logo. Along with having 3 Mankins in
front of the section representing the brand. The Mankins with in different skin tones and hair
patterns.
Responsibilities Sheet
Person/Persons Responsible Tasks
Accounting Department ● total amount of wages and salaries paid
by Forever 21 to its employees.
● Determine the amount of wages for the
free shirts
● Provide stores with budget statements
● responsible for keeping track of all
purchase orders that have been sold by
online as well in stores.
● Provide wages for vendor on time
Public Relation Department ● Set up social media campaign
● Execute spread of the hash tag and
free shirt giveaway.
●
Marketing Department ● Work with magazines to feature
advertisements
Fashion Merchandising ● Promoting the fashion shows
Technology Department ● creating/visualising an idea and
producing the designs by hand or using
computer design
● understanding design from a technical
perspective for example producing
patterns, toiles and technical
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specifications for designs
● reconstruct existing designs for huge
production
● Create/ launch application
Store Managers/ Managers ● window and products displays within
visual standards
● Works partnership with
management and sales associates.
● the general sales, productivity,
control and management of elected
store
● to motivate store management team
and associates
Employees/ Sales Associates ● generating a money-making store
through customer service
● dutiful cashiers
● deficiency control
● supervises the money enfold list,
including but not limited to the entire
inventory dealings, training
procedure further advertising
● supervises the cashiers in dealing out
the customer’s purchases.
● Exceptional customer service for
each Company standards● Processes sales promptly, correctly,
and competently
● protects company possessions.
Employee involvement and encouragement of each member will wear a #Nude4You shirt.
Each member of the Forever21 retail team will have a different set of roles and responsibilities.
The Visual Merchandising Managers job is to make window and products displays within
visual standards; and works in partnership with management and sales associates. The
Co-Managers job is to have co-accountability for the general sales, productivity, control and
management of elected store; to motivate store management team and associates to carry
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out their work duties by forming an enjoyable, challenging and satisfying environment. The
Head Cashier job is helps the store management team in generating a money-making store
through customer service, dutiful cashiers, and deficiency control; supervises the money
enfold list, including but not limited to the entire inventory dealings, training procedure, and
further advertising; and supervises the cashiers in dealing out the customer’s purchases. The
Cashier job is to keep exceptional customer service for each Company standards; processes
sales promptly, correctly, and competently; and protects company possessions
Budget:
The budget for the Summer Nude promotion and seasonal summer merchandise is about
12.3 Million this includes Social media advertising in Twitter, YouTube, Snapchat, Instagram,
magazine advertising in Seventeen, Glamour, and Teen Vogue the fashion shows location
rentals, free shirt giveaway, and celebrity endorsements.
The “Nude for you Summer 2016” promotional plan is striving to attract new customers,
while also continuing to build brand loyalty by Advertising a classic Chic but affordable, way to
style merchandise from forever21. By promoting this collection, Forever 21 strives to gain
remembrance and acknowledgement of their quality and high fashion style
Budget Cost Expected
Reach
Source of
Data expected
ROI
Total
1. Forever 21 Summer Line
Advertisement
This includes the price of
production
Models: Zendaya Coleman,
Keke Palmer, and Cara
Delevingne
Venue Decor
20,000 for
Production/Editing
2,000,000 for
Models
15,000 for Location
Renting
10,000 for Decor
2,040,000
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2. Magazine Advertisements
An advertisement for
Forever 21 will be placed in
the June issue of
Seventeen, Teen Vogue,
and Glamour Magazine.
15,000 Seventeen
magazine
20,000 Teen Vogue
10,000 Glamour
Seventeen -91,380
subscriptions
Glamour- 515,874
subscriptions
Teen
Vogue-893,816 paid
subscriptions
Theses numbers
were derived from
data “Racked”
45,000
3. International/National Fashion
Shows
100,000 Equipment
300,000 Renting
Dubai mall
150,000 Renting
Fashion Show Mall
200,000 Models
100,000 decors
120,000 workers
150,000 people this
number derived
from data from “Gulf
news
770,000
4. T- Shirts
100 T-shirts will be given
away at each store for the
launch of Nude for You
summer fashion line.
500,000 500,000
5. App launch
Located in Times Square,
NY
300,000
6. Store Displays-This cost includes
mannequins and poster
advertisements for the Nude for You
Summer 2016 line in all 480 stores.
2,000 for each store
display
(723 stores in total)
2,000
Social media 500,000 Snapchat Ads
1,000,000 Instagram Ads
2,000,000 twitter Ads
1,000,000 youtube ads
Instagram-1,000,00
00 followers -
Snapchat-2,000,00
-Digiday
twitter-
9,000,000
12,357,00
Statement of benefits
The point of the “Summer Nude, New For You” line is to promote the uniqueness of the
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different skin tones while bringing in new customers . This promotional plan will help Forever
21 expands the view of the brand and will attract customers who embrace their skin tone.
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Bibliography:
1. Wikipedia. Wikimedia Foundation, n.d. Web. 27 Jan. 2016.
2. "Forever 21 Facts and History." Http://www.forever21.com/Company/history.aspx?br=f21 . N.p., n.d.
Web. 27 Jan. 2016
3. Lu, Allen C. "How Can I Start an Online Clothing Store like Forever21, ModCloth, Etc?" How to Start an
Online Clothing Store like Forever21, ModCloth, Etc . N.p., 12 Jan. 2015. Web. 10 Mar. 2016.
.
4. Islam, Mazharul. "Textile Learner." Role of Merchandiser in Apparel Industry -
. Textile Learner, n.d. Web.
16 Mar. 2016.
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