forever21
DESCRIPTION
TRANSCRIPT
• BASEDOUTOFCALIFORNIA• FOUNDEDBYDONCHANGASFASHION21• OFFERSCHICANDAFFORDABLEAPPARELANDACCESSORIESFORTEENSANDYOUNGWOMEN
COMPANYBACKGROUND
TARGETMARKETANALYSIS
• FASHIONCONSCIENCECONSUMERS
• AGES16‐30• TECHNOLOGYSAVVY
STRENGTHS UTILIZESVIRALMARKETINGANDMODERNMEDIALIKETHEINTERNET ITISSIMPLISTICANDCOST‐EFFECTIVE TESTIMONYTHROUGHWORD‐OF‐MOUTH
WEAKNESSES ITFAILSTOREACHITSTRUEPOTENTIALAUDIENCE ITLACKSINCREATIVITY ITDOESN’TCREATEASMUCHBUZZASOTHERMOREAGGRESSIVE
OPPORTUNITIES NEWONLINEOUTLETS,ALLOWINGFOREXPANDEDINTERNETPRESENCE ONLINEMARKETINGCANPROMOTELOWERPRICES OPT‐INE‐MAILMARKETINGFORSALEANNOUNCEMENTS
THREATS FOREIGNCOMPANIESLIKEH&MWITHSIMILARPRICEPOINTSWHOADVERTISEMOREAGGRESSIVELY BADPUBLICITYCANBEEVENMOREDAMAGINGVIAWORD‐OF‐MOUTH
SWOTANALYSIS
MARKETDYNAMICS
• OBESITYRATEOFTHEUNITEDSTATES• TRENDTOWARDSHEALTHIERLIFESTYLE• “THEBIGGESTLOSER”AND“CELEBRITYFITCLUB”• DEMANDFORATHLETICWEAR/ACCESSORIESATITSHIGHEST
CONSUMERBEHAVIOR
• VALUECONSCIENCE• WIDERVARIETYANDCONVENIENT• FASHIONABLEBUTAFFORDABLE
FOREVERFITWILLSATISFYALLTHESENEEDS!
COMPETITORS
ATHLETICSPORTSWEAR
FASHIONAPPAREL
“FOREVERFIT”CAMPAIGNTARGETMARKET
• AGES:18TO25YEAROLDWOMEN
• PHYSICALLYFIT,ANDACTIVE• MEDIADRIVEN,ANDTECHNOLOGYSAVVY• INTERESTEDINFASHION• VALUECONSCIENCE
PROMOTIONALMIX:BROADCASTMEDIA
• TVADS– FOREVER21HASNOCURRENTTELEVISEDCOMMERCIALS
– WEWILLSHOWOURCOMMERCIALSONSTATIONSSUCHAS:
PROMOTIONALMIX:PRINTMEDIA
• MAGAZINEADS
– WEWILLPUTOURADSINMAGAZINESGEAREDPRIMARILYTOWARDSOURTARGETMARKET:
• SEVENTEEN• GLAMOUR• SHAPE• COSMO
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IN‐STOREPROMOTIONS
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THISINFORMATIONSEENONHAND‐OUTSPUTINTHEBAGS,ONTHEOUTSIDEOFTHEBAGS,ONWATERBOTTLESANDOTHERIN‐STORE
MEDIAS
21 Ways to stay
FIT 1. DRINK WATER!
OTHERPROMOTIONALMEDIA
21WAYSTOSTAYFIT21STYLESTOSPORT
21SPORTS
FACEBOOKANDTWITTER
• OFFERDISCOUNTSFOR“LIKING”OURPAGE• THETWITTERPAGEANDTHEFACEBOOKPAGEWILLBELINKED,ALLOWINGCUSTOMERSTOACCESSDISCOUNTOPPORTUNITIESONBOTHPAGES– FUNFITFACTS
http://www.facebook.com/pages/Forever‐Fit/182723555075275?v=wall
WEBSITE
iPHONEAPPLICATION
• FOREVER21CURRENTLYHASANAPP– FOREVERFITWILLBEADDEDASAFREEUPDATE
ForeverFit