FOREVER 21 +
TABLE OF CONTENTS CLIENT PROFILE CREATIVE BRIEF SWOT ANALYSIS EXPANDED TARGET MARKET MOOD BOARD COMPETITOR ANALYSIS STYLE GUIDE LOGO DESIGN PRINT AD MEDIA & MERCHANDISE
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CLIENT PROFILE Company
Forever 21 opened in 1984 as Fashion 21 in Los Angeles. The company averages over 90 new store openings each year and is named one of the top 3 teen shopping brands.
Mission, Vision & Goals
Forever 21 works toward becoming a global retail conglomerate. All aspects of the company reflect the vision.
The primary audience is women ages eighteen to twentyfour. Men and children have become a growing audience.
The industry works toward creating womenâ€™s fashions.
Strengths & Core Competencies
The 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 & Services
Clothing, extended sizes, accessories and beauty products are sold.
Forever 21+ Update
Courtney Hoston & Yara Mahfouz
Changes 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.
Creating 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.
Women age 18-24 between sizes 12-24.
Words that describe visual appearance:
Young, fresh, carefree, fashion forward, and trendy.
Call to Action
Visit 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.
SWOT ANALYSIS Strengths
Plus 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.
Forever 21+ products are not offered in every store. Forever 21+ is excluded from store wide sales.
Increase sales or demand for plus size clothing in stores and overall company revenue. Compete with stores specifically designed for plus sized women.
Plus 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.
EXPANDED TARGET MARKET AVA Age: 21 Gender: female Location: florida Income Level: $32,500/ year Social Class: middle Occupation: museum Education: college Marital Status: single Hobbies: 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.
TEXTURE & MOOD IMAGES
COMPETITOR ANALYSIS 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.
Do’s & Do Not’s
If the logo is on a light background then it needs to be the black letters 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.
Small Headlines/ Body Copy
Do not rotate, reflect or add any type of texture onto the logo.
Hoefler Text Black 18+ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Hoefler Text Regular 11+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Next Condensed Demi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
FOREVER 21 FOREVER 21 FOREVER 21 +
XXI XXI F O R E V E R +
F O R E V E R +
MEDIA & MERCHANDISE
FOREVER 21 +
FOREVER 21 +
Print Ad FOREVER 21 +
Branding Book ART 230 Yara Mahfouz & Courtney Hoston