Fall 2015 Campaign

Fall 2015 Campaign
Fall 2015 Campaign

Friday, April 24, 2015

Ch. 8 - Segmenting and Targeting Markets

There's no secret to a successful business because every business must have a specific target market in mind. Forever 21's target market consist mostly of young adult females; however, pre-teens (12-13) and teenagers (13-16) would always get mixed up in the market but that's not a major issue. Also, those with lower to middle income attracts the company. According to Kurt Salmon, a global management consulting firm dedicated to building the market leaders of tomorrow, a survey indicated a score 41% NPS among those earning under $50k, but only 16% among those earning over $100k. Knowing this information, we can look more closely at a certain market.

The bases of Forever 21's segmenting consumer markets are both demographic segmentation and psychographic segmentation. Demographically, Forever 21 segments the young adult females (17-23). Women at that age tend to be "fashionistas" or trendy; therefore, on their online website there is a section called Lookbooks. In this section, women are able to catch up on the latest trend that way they can manipulate a certain look. Pre-teens and young teens might find it difficult to follow such lookbooks because it is mostly target
s towards mature, older women, but who's to say you can't rock a sexy outfit? Gender is obviously more focused on women, but wait, what about for men? Don't worry, Forever 21 has got all you men covered with 21 Men. The age range for men is mostly towards young adults, not so much for teens. Ethnicity is brought upon their website ranging from Asians, Indians, Europeans etc. Using Asian models and African-American models for their website contributes to diversity to their styles. 




Since Forever 21 is all about "satisfying your craving for fashion's latest trends, at prices you can't pass up," expressing who you are through their company is never a problem. It doesn't matter what lifestyle or personality you have because you can go from wearing a sporty outfit in the morning to a fabulous looking diva at night. Forever 21 is always making sure its costumers are being reached out to. For example, in Queens there are only two Forever 21, Inc stores. Both locations are targeted for a specific group depending on the diversity of the neighborhood. In Manhattan, most stores are located in touristic areas.

Saturday, April 18, 2015

Ch. 15- Marketing Communications

Glengarry Glen Ross (1992)
 "Satisfying your craving for fashion's latest trends, at prices you can't pass up." - Forever 21, Inc. 
Attention
@Forever21, Instagram
Forever 21 gets our attention through social media networks. Technology is rapidly advancing  and consumers are rarely depending upon on face-to-face communication. The company's promotional tactic is through owned media- where brands are becoming publishers of their own content in order to maximize the brand's value to customers- Facebook page, Twitter, Google+, Instagram, Pinterest, YouTube, and their 21st blog. Just because one person has a Facebook page, doesn't mean they will constantly log-in. No one really likes to read too much, that is why Forever 21 show more than telling by, uploading pictures rather than writing statuses.

Interest
Let's face it, a nice pair of heels is enough to stop you from scrolling down, but simply showing it does not guarantee its deceiving looks. To prevent that from happening, Forever 21 offers more information about the product in their online website. From there, the consumers are able to see various photos of the product in different angles, a model demonstration, description/advice and, material information. Also, on their social media networks, consumers are able to like, comment and give feedback. On their Twitter account they can "retweet" their posts.

Desire 
What makes Forever 21's products different from their competitors? PRICE. Forever 21's competitive advantage is that their products are affordable and cheap. As mention previously, Forever 21 can produce similar products in which they know that their target market will most likely find interesting. Forever 21 is well known for their themes. On their YouTube channel, they are able to make their products more desirable by being creative on how they style the new theme. The Spring 2015 collection is already available and one theme is called Front Woman: "Take Center Stage in Fearlessly Glamorous Accessories." This theme is all about adding accessories and wearing dark colors to create a sexy shadow for the Spring. 

Action
Now that you know Forever 21 is cheaper than other brands, it's time to decide whether or not you want to buy their product. Some consumers may have already been persuaded by it's unique styles and amazing prices but still, some would rather not make a purchase. To keep them motivated, Forever 21 is always offering coupons and discounts, unlimited or limited. Forever 21 continues to advertise and promote by giving out free gift cards at grand openings.

Tuesday, April 7, 2015

Ch. 10 - Product Concepts

Forever 21's products are tangible goods. These products are considered to be consumer products because it fulfills their want for a new pair of shoes and/or their need for more makeup supplies. A Forever 21 product can be called a shopping product because consumers would spend more time and effort rounding up the quality and price of the item their willing to buy.

Forever 21, Inc has a very large product mix width and a product line depth:
 
Forever 21 is a private brand in which their products differs from the brand they are using. The original brand is Forever 21, but other brand names the company has are: Fashion 21, XXI, XXI Forever, Love 21, Love & Beauty, Life in Progress, For Love 21, 21 Men, F21 Red, and www.Forever21.com and http://Canada.forever21.com. These are the tradenames and/or trademarks of Forever 21, Inc associates with. 
Forever 21 is famous for their trademark shopping bags which includes the religious Bible verse of John 3:16. Do Won Chang and his family are known for their religious background. The reason why he prints the scripture on the bags is because he hopes others will learn of God's love.

Most people don't know that Forever 21 partners with over 50 other small brand companies. These small brands are barely known to the public, including myself. Such brands include:  A Beautiful Life, Ban.do, Cie Lux, Eva NYC, JammyPack, L.A.T.H.C., Soko, Tickled Teal, and many more. Even though most products at Forever 21 look similar to other companies products and might have less quality, consumers would prefer to buy a pair of sandals at Forever 21 because it's cheaper. 
 
American Apparel, Inc.

Forever 21, Inc.


Women are always looking for the "right fit" for their clothes, and how comfortable and well designed the product is. Forever 21 uses informational labeling, a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase, in order to help their consumers know more about the quality of a product.