Fast fashion at a low price

Objectives and StrategiesWHY?

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.

o Traditional media o Billboards o Magazineso Direct Mailo Television

Commercials

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.

HOW?Objectives and Strategies

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-for-

the-startup/ • Nylind, L. (Photographer). (n.d.). Retrieved from

http://careers.guardian.co.uk/careers-blog/ask-the-experts-getting-onto-a-magazine

• (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-management-infographic-061709