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Table of Contents Walk Inspiration……………………………………. 3
Newspaper Inspiration……………………………… 5
Google Trends…………………………………….... 7
Product Development………………………………. 8
i. Name of Product……………………. 8
ii. Demographic……………………….. 8
iii. Psychographic……………………… 8
iv. Product’s Benefits………………….. 8
v. Packaging…………………………... 9
vi. Pricing Strategy…………………….. 9
Promotional Campaign……………………………... 10
i. Communication Strategy…………… 10
ii. Media Strategy……………………… 10
iii. Creative Strategy……………………. 10
iv. Timeline…………………………….. 11
v. Budget Estimate…………………….. 11
Works Cite…………………………………………... 12
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Walk Inspiration:
Symbolizes that the time does not matter, the life of it will continue to grow if it has a place and
the necessary to gain strength.
The only colors that stand out are those that the
pastries have in them. Highlights the idea that you
need to be different to stand out.
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The material seems old and gives the idea that it should be replace soon, but to others it becomes
essential in order to continue stabilizing the things around.
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Newspaper inspiration:
Emphasize the point that beauty comes from
within, as long as you are alive there is beauty
in you.
The pattern creates the idea that it is a never
ending line that is making different shapes in a
small area.
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Beauty products are a big trend but only the
bold ones survive.
Many of the things only need to be adapted
instead of being forgotten or hrown away.
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Google Trends:
Since 2007, Forever 21 has increased popularity and has keep a high search popularity with
several ups and downs.
The brand obtains most of its search from the coastal states.
The main interest in the brand is from places outside of the United States.
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Product Development:
I. Forever Young
II. Demographic
a. Married, single, or widow woman between the ages of 44-50. Living in the
Coastal areas of the United States with no young children.
III. Psychographic
a. A women who desire a simpler life, compares her appearance with woman their
same age, are interested in fast fashion, and worry increasingly about their
appearance
IV. Product Benefits
a. The new Forever 21 fall collection 2016 will offer an opportunity for all the
women of ages 44 to 50 that are interested in fast fashion clothing for an
affordable amount. The collection is able to make a woman feel fashionable,
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young, and capable of leading the world. The clothing is simple and can be wore
in different ways, giving the woman an opportunity to discover their own style.
For this collection Forever 21 will partner with Girl Up, a United Nations
Foundation that “engages girls to take action. Led by a community of nearly half
a million passionate advocates raising awareness and funds,” their efforts “help
the hardest to reach girls living in places where it is hardest to be a girl.” Every
month the brand will donate 10% of the Forever Young collection sales.
V. Packaging
a. The packaging will be made of recycle
material, enforcing the green movement. The
bag will be received with every purchased
made from the store with the store name in the
front and the same color scheme as the logo
(yellow and black)
VI. Pricing strategy
a. Each item in the collection will have a price
range of $10-$30.
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Promotional Campaign:
I. Communication Strategy
a. Forever Young is a Forever 21 special collection. The clothing line will provide
an opportunity for women who suffer a midlife crisis to feel young and beautiful
without the need of surgeries or painful procedures.
II. Media Strategy
a. The campaign will consist of ads placed in women magazine such as: Vogue, O,
The Oprah Magazine, Bazaar, Shape, Woman’s Day, Body+ Soul, and Lucky.
Social Media: Twitter, Facebook, and Instagram. Billboards, Posters, and Transit
Takeover.
III. Creative Strategy
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IV. Timeline
a. The collection will be launched in the testing market the beginning of September
2016 in Los Angeles, San Diego, Houston, New York, Philadelphia, and Miami,
for a period of 6 months.
V. Budget
a. Estimate of $1.2 billion for the 6 month campaign
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Works Cite:
http://www.telegraph.co.uk/news/newstopics/howaboutthat/10156725/Top-40-signs-of-a-
midlife-crisis-revealed.html
http://www.businessinsider.com/forever-21-dominating-teen-retail-market-2013-3
https://girlup.org/?gclid=CJDzm5erxMwCFY4lgQod1GMC1g
