1. Mikalia Dennis
ADV 420
Final Presentation
Spring 2012

2. Who to target:
 Females ages 15-24
As a well-known
apparel company in a
competitive clothing
market, the demand to
stay relevant and fresh
is at an all time high. In
order to remain
significant, certain
aspects of Forever 21
need to be emphasized
and retouched upon.

3.  Transform niche of  Known for copying
having “inexpensive current name brand
style”, from being ideas
considered “cheap”  Lack of originality
 Become an easily-
 No geographical
identifiable brand boundaries within the
 Use of social media to
U.S. to target
broaden web presence

4. Integrated
Theme
-Creative
improvements
to current
media
objectives, as
well as an
addition of
some new
strategy tactics

5.  Smart phone app with which consumers can rate
their clothing on a scale of “I like it” to “not my
style”
 Would give field researchers the opportunity to pre-
test and test current and/or future products before
they reach stores
 Resulting in no more wasted money on mass
producing items that just won’t sell, smart.
Not my
I like it!
style

6. GOOGLE ADWORDS BLOGGING/”VLOGGING”
 Incorporate new, more  More incorporation of
distinct key phrases: “what’s happening?” with
the company
-distressed skinny jeans  Citing other fashion blogs
that draw in some
-striped bandage skirt inspiration to Forever 21 as
-trendy camis and tanks a clothing brand
(for example)  Balance fun and
entertainment with real
time news or
announcements

7. TWITTER/FACEBOOK FACEBOOK
 FOLLOW/RETWEET other  INTRIGUING posts
significant fashion  ENGAGE the audience
tweeters with two-sided
 ENGAGE the audience communication
with two-sided  ASK for consumer opinions
communication
 REFER to more links, other
than the Forever 21 home
page

8. Budgeting
-A budget for this Distribution of Campaign Budget
campaign will be
fairly inexpensive:
-60% -- “Rate Me”
App "Rate Me" App
Google AdWords
-30% -- AdWords Social Networks
-10% -- Social
Networks

9. Even w/o immediate
sales, progression can be
measured:
 AdWords works on a
pay-per-click payment
basis
 Google Analytics provide
businesses with
webpage traffic
information
 i.e. for home pages or
blogs

10. The use of new media in an up-coming
digital world will separate you from your
competitors. Being able to master what
these new and innovative services have
to offer will yield nothing but positive
results for Forever 21.