FOREVER 21 MARKETING MANAGEMENT

By- DISHA JAIN

Introduction

FIRST STORE Fashion 21

LOCATED AT Los Angeles

FOUNDED IN April 21, 1984

STORE SIZE 900 square feet

FOUNDED BY Do Won Chang and his 

wife Jin Sook

LOCATED AT Los Angeles

Type  Private 

Industry  Apparel 

Key people  Do Won Chang Founder & CEO Jin Sook Chang, 

Chief Merchandising Officer Linda Chang 

Chief MarkeHng Officer Esther Chang 

Revenue   2200.00 M (2009) 

Revenue growth (1yr)  29.40% 

Employees  26,610 (2009) 

Website  Forever21.com 

BASIC PARAMETERS FOREVER21

PRODUCT

PLACE

It has about 480 locations, most of them in shopping malls. Forever 21 have its branches in major cities in The United States, Puerto Rico, Canada, Europe, Asia, and the Middle East.

ZARA

PRODUCT

As of 2007 Zara stores have men's clothing and women's clothing, each of these subdivided in Lower Garment, Upper Garment, Shoes, Cosmetics and Complements, as well as children's clothing (Zara Kids).

PLACE

Zara exists in 77 countries worldwide with total 1572 stores. It has resisted the industry-wide trend towards transferring fast fashion production to low-cost countries.

FOREVER 21

Apparel Shoes Accessories

PRICE

Low price- Rs.88

High price-Rs.3000

PROMOTIONS

PRICE

Low price- Rs.345

High price- Rs.18990

PROMOTIONS

Campaigns of FOREVER21

Online campaigns

Forever21 magazines

Store-front displays

Campaigns of ZARA

Online campaigns

Magazines and

newspapers

Store-front displays

Vouchers

PHYSICAL- VISUAL LOOK

H&M Hennes & Mauritz

PRODUCT

PLACE

It has 2300 stores across 41 markets. Germany being the biggest followed by UK and Sweden.

AMERICAN EAGLE OUTFITTERS

PRODUCT

MEN: apparel, accessories, gifts and cologne.

WOMEN: Apparel, footwear, accessories, gifts and fragrances.

KIDS: Apparel and accessories.

PLACE

It has 1086 stores spread over united states, canade, europe, africa, dubai, hongkong and japan.

H&M

LADIES KIDS MEN'S

PRICE

Low price: $1.95

High price: $99

PROMOTION

PRICE

Low price: Rs.318

High price: Rs.9767

PROMOTION

• MAGAZINES • TV • WEBSITE • BROCHURES • IPAD, ANDROID

AND IPHONE

H&M

• ONLINE • COUPON CODES • PRINTS • MEMBERSHIP CARD • MESSAGES

AMERICAN EAGLE

OUTFITTERS

PROMOTIONS

MERCHANDISE MIX FOREVER21,INDIA

• Summer Fest • Down To

Earth • Sultry Boho • American

Hipster • Little Lolita • Basics • Garden Party • Native Spirit • Glamazon • Denim • Special

Occasion

SECTIONS

BRANDS  Plus

 Heritage1981

  Love21

 Give to love

  F21 University

 Hello kitty

CUSTOMER ANALYSIS PRACHI

  Materialistic

  Normal shopper

  Self obsessed

  Average achievement vanity

AGE 23

GENDER Female

INCOME Rs.30000 (Month)

OCCUPATION Graphic Designer

NATIONALITY Indian

RELIGION Jainism

FAMILY SIZE 6

HOBBIES Painting

SPENDING POWER PER DAY

Rs.200

LINE DIAGRAM (As per the survey- 7)

0

0.5

1

1.5

2

2.5

3

3.5

4

PRICE QUALITY STATUS PRODUCT RANGE

FOREVER21

H&M

ZARA

AMERICAN EAGLE

PERCEPTUAL MAPPING

IGOR-ANSOFF MATRIX

  MARKET PENETRATION   More sizes

  More colors

  MARKET DEVELOPMENT   Delhi with men’s wear

  Mumbai

  Australia

  NEW PRODUCT DEVELOPMENT   Luggage's

  Girly stationery

  DIVERSIFICATION   Home furnishings

  Kids wear

L A Y O U T

SWOT ANALYSIS

  STRENGTHS 1.  Currently using a vast number of social networking. 2.  They have the most recent trends for less. 3.  Proves to be the one stop shop for fashion. 4.  Great graphics and media. 5.  Innovative media techniques.

  WEAKNESSES 1.  Only focusing on a certain demographics in a

location. 2.  Not offering a video blog. 3.  Ideas duplication. 4.  Can be messy and hard to find what you’re looking

for since there is so much to choose from.

  OPPORTUNITIES

1.  Customers shopping online and using social media sites.

2.  Customers choose our brand because of price.

3.  Promotion of our brand through great social media experiences.

  THREATS

1.  Competitors engaging our current market.