FOREVER 21 +

TABLE OF CONTENTSCLIENT PROFILECREATIVE BRIEFSWOT ANALYSISEXPANDED TARGET MARKETMOOD BOARDCOMPETITOR ANALYSISSTYLE GUIDELOGO DESIGNPRINT ADMEDIA & MERCHANDISE

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CLIENT PROFILE

CompanyForever 21 opened in 1984 as Fashion 21 in Los Angeles. The company averages over 90 new store openings each yearand is named one of the top 3 teen shopping brands.

Mission, Vision & GoalsForever 21 works toward becoming a global retail conglomerate. All aspects of the company reflect the vision.

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Target AudienceThe primary audience is women ages eighteen to twentyfour. Men and children have become a growing audience.

IndustryThe industry works toward creating women’s fashions.

Strengths & Core CompetenciesThe store is a fast fashion model meaning that new fashion trends arrive in the stores quickly. Prices are significantly cheaper than the competitors making the store a top choice.

Products & ServicesClothing, extended sizes, accessories and beauty products are sold.

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Forever 21+ Update Courtney Hoston & Yara Mahfouz

Background/OverviewChanges to logo to include plus in a different location, that is always visible. Adjustments to colors for packaging and bags. The Store Signs will include the new logo, instead of having a separate section in stores. Marketing strategies will be improved. Forever 21+ sizes will be in all stores nationwide. Any Sale and promotions will include plus sizes.

Unique selling proposition (USP)Selling plus sized women the comfort of shopping in Forever 21 without feeling like they are standing out negatively.

Objective/Purpose/GoalsCreating a more positive shopping atmosphere and increasing in-store traffic for plus sizes. This will increase demand for plus sizes in stores as well as maintain and enhance customer loyalty.

Target AudienceWomen age 18-24 between sizes 12-24.

Words that describe visual appearance:Young, fresh, carefree, fashion forward, and trendy.

Call to ActionVisit Forever 21 stores for special in-store discounts.Like Forever 21 Facebook page for special in-store discounts.Sign up for email/text alerts for special in-store discounts.

CREATIVE BRIEF

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SWOT ANALYSIS

StrengthsPlus sizes include the latest trends.Clothes are similar to those in other sections.Prices are still reasonable for extended sizes.Large range of sizes available (12-24).Fast Fashion Model.

WeaknessesForever 21+ products are not offered in every store.Forever 21+ is excluded from store wide sales.

OpportunitiesIncrease sales or demand for plus size clothing in stores and overall company revenue. Compete with stores specifically designed for plus sized women.

ThreatsPlus size stores with more locations nationwide. Loss of customer loyalty due to unfair treatment. Decrease in store traffic leading to loss of revenue for individual stores.

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EXPANDED TARGET MARKET

AVA

Age: 21 Gender: femaleLocation: floridaIncome Level: $32,500/ yearSocial Class: middleOccupation: museumEducation: collegeMarital Status: singleHobbies: shopping, listening to music, pinterest

Mini Bio:Ava enjoys preppy and floral fashions, she works at a upscale museum where she loves wearing dresses with either flats or heels.

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TEXTURE & MOOD IMAGES

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What are others doing?

Competitors such as H&M and Torrid make it a priority to not make plus size women feel different then any other customer in the stores and even while online shopping.

COMPETITOR ANALYSIS

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STYLE GUIDE

GREY WHITE BLACK

Type FaceHeadlinesHoefler Text Black 18+ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Small Headlines/ Body CopyHoefler Text Regular 11+ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Logo FontAvenir Next Condensed Demi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Do’s & Do Not’sIf the logo is on a light background then it needs to be the black let-ters and white ‘+’ sign. If dark background then it needs to have the white letters and black ‘+’ sign. Grey may be used in place of black or white.

Do not rotate, reflect or add any type of texture onto the logo.

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LOGO DESIGN

FOREVER 21FOREVER 21FOREVER 21

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MEDIA & MERCHANDISE

FOREVER 21+

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FOREVER 21+

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Branding Book ART 230Yara Mahfouz & Courtney Hoston