1. COMPANY BACKGROUND
• BASED OUT OF CALIFORNIA
• FOUNDED BY DON CHANG AS FASHION 21
• OFFERS CHIC AND AFFORDABLE APPAREL AND
ACCESSORIES FOR TEENS AND YOUNG WOMEN

2. TARGET MARKET ANALYSIS
• FASHION CONSCIENCE CONSUMERS
• AGES 16‐30
• TECHNOLOGY SAVVY

3. SWOT ANALYSIS
STRENGTHS
 UTILIZES VIRAL MARKETING AND MODERN MEDIA LIKE THE INTERNET
 IT IS SIMPLISTIC AND COST‐EFFECTIVE
 TESTIMONY THROUGH WORD‐OF‐MOUTH
WEAKNESSES
 IT FAILS TO REACH ITS TRUE POTENTIAL AUDIENCE
 IT LACKS IN CREATIVITY
 IT DOESN’T CREATE AS MUCH BUZZ AS OTHER MORE AGGRESSIVE
OPPORTUNITIES
 NEW ONLINE OUTLETS, ALLOWING FOR EXPANDED INTERNET PRESENCE
 ONLINE MARKETING CAN PROMOTE LOWER PRICES
 OPT‐IN E‐MAIL MARKETING FOR SALE ANNOUNCEMENTS
THREATS
 FOREIGN COMPANIES LIKE H&M WITH SIMILAR PRICE POINTS WHO ADVERTISE MORE
AGGRESSIVELY
 BAD PUBLICITY CAN BE EVEN MORE DAMAGING VIA WORD‐OF‐MOUTH

4. MARKET DYNAMICS
• OBESITY RATE OF THE UNITED STATES
• TREND TOWARDS HEALTHIER LIFESTYLE
• “THE BIGGEST LOSER” AND “CELEBRITY FIT CLUB”
• DEMAND FOR ATHLETIC WEAR/ACCESSORIES AT ITS
HIGHEST

5. CONSUMER BEHAVIOR
• VALUE CONSCIENCE
• WIDER VARIETY AND CONVENIENT
• FASHIONABLE BUT AFFORDABLE
FOREVER FIT WILL SATISFY ALL THESE NEEDS!

6. COMPETITORS
ATHLETIC SPORTSWEAR
FASHION APPAREL

8. “FOREVER FIT” CAMPAIGN
TARGET MARKET
• AGES: 18 TO 25 YEAR OLD WOMEN
• PHYSICALLY FIT, AND ACTIVE
• MEDIA DRIVEN, AND TECHNOLOGY SAVVY
• INTERESTED IN FASHION
• VALUE CONSCIENCE

9. PROMOTIONAL MIX: BROADCAST MEDIA
• TV ADS
– FOREVER 21 HAS NO CURRENT TELEVISED
COMMERCIALS
– WE WILL SHOW OUR COMMERCIALS ON STATIONS
SUCH AS:

10. PROMOTIONAL MIX: PRINT MEDIA
• MAGAZINE ADS
– WE WILL PUT OUR ADS IN MAGAZINES GEARED
PRIMARILY TOWARDS OUR TARGET MARKET:
• SEVENTEEN
• GLAMOUR
• SHAPE
• COSMO

11. MAGAZINE ADS
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16. IN‐STORE PROMOTIONS
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18. OTHER PROMOTIONAL MEDIA
21 WAYS TO STAY FIT
21 STYLES TO SPORT
21 SPORTS
THIS INFORMATION SEEN ON HAND‐OUTS PUT 21
Ways to stay
IN THE BAGS, ON THE OUTSIDE OF THE BAGS, FIT
ON WATER BOTTLES AND OTHER IN‐STORE 1. DRINK WATER!
MEDIAS
FOREVER FIT
READ MORE @ FOREVER21.COM

19. FACEBOOK AND TWITTER
• OFFER DISCOUNTS FOR “LIKING” OUR PAGE
• THE TWITTER PAGE AND THE FACEBOOK PAGE WILL
BE LINKED, ALLOWING CUSTOMERS TO ACCESS
DISCOUNT OPPORTUNITIES ON BOTH PAGES
– FUN FIT FACTS
http://www.facebook.com/pages/Forever‐Fit/182723555075275?v=wall

20. WEBSITE

21. iPHONE APPLICATION
• FOREVER 21 CURRENTLY HAS AN APP
– FOREVER FIT WILL BE ADDED AS A FREE UPDATE
Forever Fit