Forever 21 UK launch
The challenge
LA-based fashion retailer Forever 21 had chosen Birmingham as the location for its first UK store, and handed Shine the task of turning the opening of a regional clothes store not only the most talked-about retail event of 2010, but also one that supported ambitious footfall and sales targets.
The solution
Shine turned Forever 21’s brief into a PR-led integrated campaign that positioned Forever 21 against its iconic British competitors, centered on the brand’s LA heritage, in a classic media battle of Britain vs America. The campaign included consumer and corporate media relations, social media, live events, talent management, reactive corporate social responsibility, advertising creative and media strategy.
From a corporate perspective, Shine positioned the Birmingham launch as the first phase of a national launch, positioning Forever 21 against high street fashion retailers already familiar to the press. Pre-launch consumer excitement was generated by showing how Forever 21’s LA-heritage had made it the fashion retailer of choice for Hollywood’s stars, bringing this to life through an LA-themed catwalk show. Finally, Shine secured Amber Le Bon as the ambassador fronting the integrated campaign and the opening of the Birmingham store itself.
The results
Widespread consumer awareness of the launch and Forever 21’s arrival in the UK was generated through more than 250 piece of media coverage in broadcast, print and online media, reaching more than 98m consumers and 130% of the core 18-24 year old female audience. In addition, 10,000 consumers were directly engaged through social media channels. The launch exceeded Forever 21’s sales targets.
What the client thought...
“The quality and reach of our grand opening programme undertaken by Shine was outstanding. Considering we were practically unknown in the UK, our visibility and quality of media presence has gone through the roof. Shine has helped us totally penetrate our target audience here.”
Larry Meyer, Senior Vice President, Forever 21