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.