fashion merch promo plan

8/19/2019 Fashion Merch Promo Plan

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F O R E V E R 21

F O R E V E R 21

F O R E V E R 21

# N E W 4 Y O U

F O R E V E R 21

Fashion Merchandising

Promotion Plan

“Summer Nude, New For You”

By. Jada Greer McKenzie Norris

Bedford High School

481 Northfield Rd. Bedford,

OH 44146


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Executive Summary

This fashion merchandising promotion plan was created in order to successfully launch the new, nude

summer line called “Summer Nude, New For You” accessible at Forever 21 stores across the world. The

promotional campaign is arranged to begin in mid March 2016 and will run continuously throughout the

summer then line when end at the August.

Like many thriving contemporary businesses, Forever21 was establish in Los Angeles in 1984, and has

grown to sell its clothing lines Forever 21, XXI Forever, Love 21, and Heritage in over 600 stores in the

Americas, Asia, the Middle East, and the UK.

The objectives of the promotional plan include three critical components: build awareness, encourage

customer excitement/ loyalty, and release the “Summer Nude” line. This plan supports brand strategy of

providing high quality products that are affordable and accessible retailer. Forever 21 is committed to

boosting customer excitement to resulting in further spending and increased publicity. Lastly, this plan is will

reach the intended target market audience with the new summer line program.

In order to successfully launch the line, Forever 21 will utilize a dynamic integrated market approach.

Special events will be used attracting customers and encouraging purchases of new collections. A national

fashion show be held in the fashion show mall in Las Vegas, Nevada, early March. The fashion show will

feature a showing of the “Summer Nude, New For You” line, which includes stage passes access in

Snapchat. Another fashion show will be held internationally in Dubai mall in downtown Dubai. #Nudeforyou

Shirts will be given on the day of selling in stores for the 100 people. Snapchat geotags will be used the day

of fashion shows. Additional promotions will include the utilization of magazine advertising, social media

campaigns, celebrity endorsement, visual merchandise displays, and a specialized skin tone mobile

application for users to engage them in the Summer Nude, “Nude for You” campaign. Summer 2016 will be

sizzling with the “New For You” line as consumers embrace the heat their own personal style.

Description of the Store

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Forever 21 is a private retail chain that specializes in apparel and accessories all over the world. The First

Forever 21 opened its doors in the year of 1984 in the Highlands

Park district of Los Angeles, California and has since then spread

to malls across America. Originally founded as Fashion 21, the

store was founded by South Korean husband and wife team – Do

Won Chang and Jin Sook. Within the first year sales rose from

$35,000 to $700,000, resulting in the name change from Fashion 21 to Forever 21. Forever 21 is not only

located across America but has a presence in major global commerce centers including Puerto Rico,

Canada, Asia, and Europe . The store sells affordable yet trendy merchandise. According to Forbes, Forever

21 is number 95 on America's Largest Private Companies list. The stores also have departments for plus size

women, children, and men. Forever 21 offers a wide variety of apparel styles, from evening wear to workout

gear. There are 723 Forever 21 stores worldwide as well as the online store which offers all of their brands

and international shipping.

Forever 21 stays on top by offering the latest fashions at affordable prices and making it extremely

attractive to the young women and men of their target market. Forever 21 like many other companies has

an exhaustive team of designers/manufacturers based in San Pedro “downtown LA” wholesale clothing

market.

Forever 21 has seen some remarkable accomplishments over the past 30 years. With a goal to become

an $8 billion company by 2017 and open 600 stores in the next three years, company leadership is excited to

see the company achieve in three years what it initially took 30 years to accomplish. Forever 21 is the 5th

largest specialty retailer in the United States . The expected for this line will revenue will be 9,000,000.

Objectives

Strengths-

Growing targeted demographic

faster and cheaper

Weaknesses-

Limited size selection in store

Limited Audience

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fighting its competitors head on

Opportunities-

Expansion in audience

Expansion in plus size and children's

Treats-

Competition

Trends

Supplies

Upon conducting this SWOT analysis we have determined that Forever 21 needs to

expand the size selection in stores. With the expansion of the sizes in the stores more

people would be willing to come and buy then and there.

Encourage Customer Excitement/ Loyalty

The priority is attracting brand loyalty by persuading and influencing loyal and long term

customers. By gaining long term customers the company can guarantee an increase in sales.

Interacting with customers via online channels a great way to grow our company and its

reputation. The company will give provide them with coupons after their first purchase of line

to excite the consumer and make them continue to buy from the line. The company will

continue to set up new customers with access to the email subscriptions is a great way to

keep customers linked and updated about sales and deals potentially increasing sales

because with trendy photos and styles we will be drawing customers in our portal to shop

online at any time anywhere.

Release the “Summer Nude, New For You” line.

Our goal is to incorporate trends and build and image. By keeping up with social media and

building an electronic profile we can attract new customers. We plan to continue working on

our social media including Instagram by posting trendy Tumblr photos because Tumblr is not

just a social media platform it is a lifestyle. To help gain credibility and enhance popularity

worldwide we will use Zendaya Coleman, Keke Palmer, and Cara Delevingne

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Zendaya Coleman is a great celebrity idol, because she is a young inspirational role model to

young women worldwide. Zendaya is known well for her work and experience from Disney.

Zendaya is known as a trendsetter and on top the latest fashion; always flaunting a new look.

She has won many awards in the past and her fame has only risen since then.

Scheduled Events and Promotions

In order to maximize promotional opportunities and to reach the target audience, Forever 21

will utilize an integrated marketing promotional plan that focuses on the individuality of the

consumer. Although the target audience is defined as females, aged 16-25 who display

trendies for the latest contemporary clothing, the makeup of the target population represents

skin tones of all races and nationalities. Therefore, the scheduled events and promotions aim

at communicating the individuality theme on a nationwide scale.

Special events:

1. National Fashion show:

A national fashion show be held in the Fashion Show mall in Las

Vegas, Nevada on March 12th , 2016. The Fashion Show mall holds real fashion shows every

hour. Every hour a fashion show will be held wearing “Summer Nude, New For You” forever 21

line.

2. International Fashion show: An international fashion show will be held in Dubai mall in

downtown Dubai on April 13, 2016 from 10pm -12pm. After the mall closes, the show will show

only the “Summer Nude, New For You” line. The day of both fashion shows backstage stage

passes with be given for Snapchat, as well as allowing users to use are geotag #NudeForYou.

3. 100 shirt giveaway:

For every national forever 21 store the “Summer Nude, New for You”

line will provide the First 100 customers will receive a free shirt with the hashtag #Newforyou

with a purchase from the “Summer Nude, New for You” line.

Advertising

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Celebrity Endorsement

: We have 3 celebrity endorsers that will represent all skin tones. Keke

Parmer will represent the medium and darker skin tones. Zendaya Coleman will represent the

medium and fair skin tones. Cara Delevingne will represent the pale and lighter skin tones.

Zendaya Coleman Keke Palmer Cara Delevingne

Magazine Advertisements: Ads will be place the April issues of Seventeen, Glamour, and

Teen Vogue Magazines.

Publicity

Interview with Cosmopolitan Snapchat: The segment with the three celebrity endorsers as

they provide view of the line with preview of some clothes and what can the customer to

inspect from the line. It will help reach its target audience because Cosmopolitan is the most

watch category on Snapchat. The target Audience for Snapchat refers to teenagers to Young

adults.

In-store activity

Summer nude by Forever 21 app promotion

App helps customers find their nude match and compliment colors that work well and

enhance that specific color.

Decor:

The displays will includes colors mimicking the collection and mannequins reflecting the skin

colors of real people. The Merchandise within the stores will be changed to summer attire, but

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the main focus will be on the Summer Line when you immediately walking into forever 21. As

you walk in the store in one side of the window it will the basic trendy clothes for the summer.

But on the other-side other window one of the Mankins will wear the #Nude4You free shirt.

Then different color Mankins will be dressed in the styles accordingly to the skin color. They

will stands on both side of it. Then have the logo really big behind them. Have a section on the

store with a billboard with “Summer Nude, New For You” logo. Along with having 3 Mankins in

front of the section representing the brand. The Mankins with in different skin tones and hair

patterns.

Responsibilities Sheet

Person/Persons Responsible Tasks

Accounting Department ● total amount of wages and salaries paid

by Forever 21 to its employees.

● Determine the amount of wages for the

free shirts

● Provide stores with budget statements

● responsible for keeping track of all

purchase orders that have been sold by

online as well in stores.

● Provide wages for vendor on time

Public Relation Department ● Set up social media campaign

● Execute spread of the hash tag and

free shirt giveaway.

●

Marketing Department ● Work with magazines to feature

advertisements

Fashion Merchandising ● Promoting the fashion shows

Technology Department ● creating/visualising an idea and

producing the designs by hand or using

computer design

● understanding design from a technical

perspective for example producing

patterns, toiles and technical

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specifications for designs

● reconstruct existing designs for huge

production

● Create/ launch application

Store Managers/ Managers ● window and products displays within

visual standards

● Works partnership with

management and sales associates.

● the general sales, productivity,

control and management of elected

store

● to motivate store management team

and associates

Employees/ Sales Associates ● generating a money-making store

through customer service

● dutiful cashiers

● deficiency control

● supervises the money enfold list,

including but not limited to the entire

inventory dealings, training

procedure further advertising

● supervises the cashiers in dealing out

the customer’s purchases.

● Exceptional customer service for

each Company standards● Processes sales promptly, correctly,

and competently

● protects company possessions.

Employee involvement and encouragement of each member will wear a #Nude4You shirt.

Each member of the Forever21 retail team will have a different set of roles and responsibilities.

The Visual Merchandising Managers job is to make window and products displays within

visual standards; and works in partnership with management and sales associates. The

Co-Managers job is to have co-accountability for the general sales, productivity, control and

management of elected store; to motivate store management team and associates to carry

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out their work duties by forming an enjoyable, challenging and satisfying environment. The

Head Cashier job is helps the store management team in generating a money-making store

through customer service, dutiful cashiers, and deficiency control; supervises the money

enfold list, including but not limited to the entire inventory dealings, training procedure, and

further advertising; and supervises the cashiers in dealing out the customer’s purchases. The

Cashier job is to keep exceptional customer service for each Company standards; processes

sales promptly, correctly, and competently; and protects company possessions

Budget:

The budget for the Summer Nude promotion and seasonal summer merchandise is about

12.3 Million this includes Social media advertising in Twitter, YouTube, Snapchat, Instagram,

magazine advertising in Seventeen, Glamour, and Teen Vogue the fashion shows location

rentals, free shirt giveaway, and celebrity endorsements.

The “Nude for you Summer 2016” promotional plan is striving to attract new customers,

while also continuing to build brand loyalty by Advertising a classic Chic but affordable, way to

style merchandise from forever21. By promoting this collection, Forever 21 strives to gain

remembrance and acknowledgement of their quality and high fashion style

Budget Cost Expected

Reach

Source of

Data expected

ROI

Total

1. Forever 21 Summer Line

Advertisement

This includes the price of

production

Models: Zendaya Coleman,

Keke Palmer, and Cara

Delevingne

Venue Decor

20,000 for

Production/Editing

2,000,000 for

Models

15,000 for Location

Renting

10,000 for Decor

2,040,000

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2. Magazine Advertisements

An advertisement for

Forever 21 will be placed in

the June issue of

Seventeen, Teen Vogue,

and Glamour Magazine.

15,000 Seventeen

magazine

20,000 Teen Vogue

10,000 Glamour

Seventeen -91,380

subscriptions

Glamour- 515,874

subscriptions

Teen

Vogue-893,816 paid

subscriptions

Theses numbers

were derived from

data “Racked”

45,000

3. International/National Fashion

Shows

100,000 Equipment

300,000 Renting

Dubai mall

150,000 Renting

Fashion Show Mall

200,000 Models

100,000 decors

120,000 workers

150,000 people this

number derived

from data from “Gulf

news

770,000

4. T- Shirts

100 T-shirts will be given

away at each store for the

launch of Nude for You

summer fashion line.

500,000 500,000

5. App launch

Located in Times Square,

NY

300,000

6. Store Displays-This cost includes

mannequins and poster

advertisements for the Nude for You

Summer 2016 line in all 480 stores.

2,000 for each store

display

(723 stores in total)

2,000

Social media 500,000 Snapchat Ads

1,000,000 Instagram Ads

2,000,000 twitter Ads

1,000,000 youtube ads

Instagram-1,000,00

00 followers -

instagram

Snapchat-2,000,00

-Digiday

twitter-

9,000,000

12,357,00

Statement of benefits

The point of the “Summer Nude, New For You” line is to promote the uniqueness of the

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different skin tones while bringing in new customers . This promotional plan will help Forever

21 expands the view of the brand and will attract customers who embrace their skin tone.

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Bibliography:

1. Wikipedia. Wikimedia Foundation, n.d. Web. 27 Jan. 2016.

2. "Forever 21 Facts and History." Http://www.forever21.com/Company/history.aspx?br=f21 . N.p., n.d.

Web. 27 Jan. 2016

3. Lu, Allen C. "How Can I Start an Online Clothing Store like Forever21, ModCloth, Etc?" How to Start an

Online Clothing Store like Forever21, ModCloth, Etc . N.p., 12 Jan. 2015. Web. 10 Mar. 2016.

.

4. Islam, Mazharul. "Textile Learner." Role of Merchandiser in Apparel Industry -

. Textile Learner, n.d. Web.

16 Mar. 2016.

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