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Case study.


Establishing Forever 21 in the UK.

  • Forever 21
  • Forever 21
  • Forever 21
The challenge

Position Forever 21 as a major new fashion retailer on the UK High Street.

The solution
Insight

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. 

Strategy

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. 

The results

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.”

Larry Meyer, Senior Vice President, Forever 21

11,000 consumers through oxford st store on first