Forever 21, inc. social media campaign
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Forever 21, inc. social media campaign
- 1. Social Media Campaign Ebony Clark Fall 2010 NMDL
- 2. FOREVER 21 Background Then: 1984 Now: 2010
- 3. Brand Outlook Goals • To expand brand into international markets – Europe, The Middle East & Russia • Continue to keep consumers fashionable • Utilize social media to increase sales and consumer involvement • Continue to create partnerships & bring limited edition collections Challenges • Continue to be the “go-to” brand for chic fashion at the greatest value above competitors • Build, grow and retain a large flow of traffic across all social media sites in every country
- 4. Brand Theme
- 5. Current Online Presence 3,620,936 likes 112,152 followers 476,960 views
- 6. Social Media Goals • Make their corporate blogs And easy to find by consumers. • Continue to blog about new trends in the United States and abroad •Celebrity Sightings • Offer promotions via consumer check-in • Upload photos from store events, runway shows, model shoots
- 7. Campaign Metrics • TwitterCounter – Allows brand to analyze their twitter analytics and their competitors
- 8. Campaign Metrics • Social Media Monitoring – RSS & Google Alerts • Allows Forever 21 to keep a pulse on what is being said about its company • Gives timely information from many different sites
- 9. Budget • Social media is a low cost tool – Forever 21 can enlist one if its corporate employees to manage the social media sites • Celebrity bloggers • Store employees • Online Ads – SEO • Promotions – Via social media outlets
- 10. Timeline • Social media efforts must be increased during peak times – Holidays • Christmas, New Year’s Eve, Fourth of July – Back to School • Homecomings
Notas del editor
- Founded in Los Angeles, CA by a South Korean couple in 1984 was originally known as “Fashion 21”. Within the first year sales had increased over 50%, new stores were being added every 6 months so the owners changed the name to “Forever 21”. By 1997 the number of stores had reached 40.
- The goal for this social media strategy is to continue to offer cheap, chic, apparel and accessories for men, women, teens and children. The business challenge is to have the brand move into the European market and appeal to the international markets as it does in the United States. Aside from up and coming model Kendall Jenner of the famed Kardashian clan, Forever 21 does not have any high profile advertising campaigns. In order to stand out from the competition they should continue to create partnerships like they have with Disney to form their new line called “Minnie Muse”.
- Forever 21 has the bible verse John 3:16 printed on the bottom of all its bags. The reason for this is because the owners believe this is a demonstration of their faith. The brand has seven lines ranging from maternity to menswear.
- Facebook-Forever 21 w/3,620,936 likes….Twitter-Forever21_tweet w/112,152 followers….YouTube-FOREVER 21 w/ 476,960 views
- In order to expand into the international markets Forever 21 must not only rely on Word-of-Mouth advertising in the form of grassroots marketing, they need to step up their social networking efforts. By utilizing social media tools such as Wordpress they can incorporate their blogs onto their website, right now they are not connected, their blogs are the way that their consumers can get to know the brand on a more intimate level. By using Foursquare, Forever 21 can offer promotions and contest via their customers check-in. Flickr will allow the company to upload photos from store events, photo shoots and runway shows.