Following research, we identified Forever 21’s home of Los Angeles as a real opportunity. Hollywood and LA style resonated with our target audience and provided a real point of difference for the brand.
We positioned Forever 21 as the American brand invading the UK fast fashion establishment with a number of facts, stats and assets. To drive credibility and to challenge the establishment an influential fashion blogger was recruited as the ‘face’ of the brand – the first time this had been done. A series of innovative events, including a holographic fashion show, targeted bloggers, media and consumers.
A fully integrated campaign covering advertising, media and blogger relations, launch events and social media got the message out with over 11,000 consumers hitting the Oxford Street by 4pm on launch day. Awareness levels exceeded target.
“Our visibility and quality of media presence has gone through the roof.”