Forever 21 Rebrand.
Task At Hand
Tasked with rebranding fashion retailer, Forever 21, the first step was to research and analyze Forever 21’s current brand fundamentals including: Brand Story, Archetype, & Promise, Key Brand Assets, Touch points, and Product Offerings, and an in depth look at their current customer. Forever 21 was created to provide tend centric clothing for young fashion consumers at a low price point focusing on mass-market retailing primarily positioning their merchandise to cater towards younger demographics focused on being on trend for an affordable price. To rebrand Forever 21, the focus was on expanding the market reach to untapped market of millennial women seeking basics and professional clothing, creating a segment in the brand to accommodate the women that have grown up with the brand and have differed needs.
Process
Forever 21’s profit issues are driven from their business model that offers an over abundance of clothes at an affordable price, leaving consumers lost in an overwhelming amount of heavily printed, design element heavily clothing. The rebrand encompassed this opportunity to zone in on our older Generation Z & Millennial consumers to expand our consumer reach by delivering more sensible, basic & staple items that can be worn professionally or casually. Through lessening our volume of production, the product assortment will deliver quality items produced at a slightly higher price point that older consumers with more disposable income can afford. Maintaining the previous youthful assortment but at a smaller volume, allowing the customers to mix-and-match with our new basic assortment, appealing to our customers that are transitioning to a more mature closet. This focuses on improving customer loyalty for customers that have grown up with Forever 21 by providing a more mature product assortment for their transition into professional settings by shifting our the tagline to “Forever We Grow”. The new brand image will be modern, simple, and centered around creating a loyal customer experience while maintaining the free spirited energy from before.
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Impact
Rebranding Forever 21 presented exploring how brands determine their brand story, archetype, touch points, target consumer and how to position the brand for maximum profitability and opportunity. Brand positioning is key to surviving the market place and understanding branding fundamentals is essential to being apart of any brand or company.