Ch. 17 - Personal Selling and Sales Management

You walk into a Forever 21 store and you are greeted by a sales associate: 
"Hi, welcome to Forever 21. Today we are having all basic tanks and tees on sale at two for $5." Nothing feels better than to walk into a store with sales because lets face it, we all walk into a store with a budget. Although Forever 21 offers low-cost products (compare to their competitors), a trustworthy ad and/or publicity campaign can increase for sales. 

Forever 21 does not advertise on television but they heavily focus on trying to promote their products through social media. As mention previously, Forever 21 updates new products on their Facebook page. Forever 21 is most popular for their iconic grand openings. In order to keep up with these events, their Facebook page will keep you informed every day. Upcoming events include:

March 28th, 2015: Potsdamer Platz Arkaden in Berlin, Germany
April 2nd, 2015: Lucua in Osaka-shi, Osaka, Japan
April 4th, 2015: Schadowstraße 69, 40212, Düsseldorf

Last December,  the new Forever 21 Holiday 2014 campaign increased their sales by using featured recording artist Iggy Azalea and Los Angeles Lakers guard Nick Young. In the new ad, Iggy rocks an emerald green, shiny dress and her boyfriend Nick sported a handsome white suit and black tie. In this campaign, F21 included collections such as: The party shop, the gift shop, holiday deals, and New Year's Eve dress collection. Forever 21 understands that their young customers are mostly influenced and inspired by celebrities, especially those in the music industry area.  
Another recent campaign that was recently launch in January 2015, was the Forever 21 Activewear campaign. In this campaign Forever 21 "highlights new high-tech features as well as on-trend designs, with key theme ‘Fit. Function. Fashion.’ " To celebrate the Activewear collection, Forever 21 partnered with Australian fitness bloggers and personal trainers, Felicia Oreb and Diana Johnson of Base Body Babes Pty Ltd. With these remarkable women, Forever 21 customers were invited to participate in the Fitness Challenge and were given the chance to win one of five new active looks by posting a photo on Instagram. The Fitness Challenge went abroad on social media networks, and lasted for a month.

A great advantage customers have is they can sign up for exclusive promo codes and coupons at Forever 21. Once a customer has registered, they will receive daily emails from
Forever 21 with information on what's on sale, or the new arrivals. Some coupons are limited on the amount of purchase you make, others are unlimited and the coupon can be used without minimum value. The same concept goes with shipping and handling.