Digital Strategy

By: Alyssa Sliger

Background Info.• History of Forever 21– Founded in 1984

• Annual Revenue of $2.6 billion

• 2 stores and many product lines fall under the Forever 21 brand

Target Market• Men and Women• Ages 16-25• High School and College Students• Young Professionals

Marketing Strategies

• Social Media• Forever 21 Website• Blogging• Smartphone App

Digital Marketing• Google Analytics • Google AdWords– Forever 21 keywords

• Cohesive Digital Strategy– Links to Forever 21 website

Search Engine Optimization

• Keyword Searches– Clothing, women’s clothing, men’s clothing,

accessories, shoes, etc.• Research Keyword Terms• How do consumers use Google when online

shopping?

Social Media • Facebook• Twitter• Instragram• Vine

Budget• Known for not having an advertising budget• For this campaign:– Research budget– Social Media/Blogging Budget– Google AdWords budget

Determining Success

• Tracking online purchases• Pathways to Forever 21 website• Success of Google Adwords

Conclusion• Increasing Forever 21 online sales• Increasing online presence• Cohesive digital marketing