MARKETING MANAGEMENT By- DISHA JAIN

FOREVER 21

Introduction
FIRSTSTORE LOCATEDAT FOUNDEDIN STORESIZE FOUNDEDBY Fashion21 LosAngeles April21,1984 900squarefeet DoWonChangandhis wifeJinSook LOCATEDAT LosAngeles

Type Industry Keypeople

Private Apparel DoWonChang Founder&CEO JinSookChang, ChiefMerchandisingOcer LindaChang ChiefMarkeHngOcer EstherChang 2200.00M(2009) 29.40% 26,610(2009) Forever21.com

Revenue Revenuegrowth(1yr) Employees Website

BASIC PARAMETERS
FOREVER21 PRODUCT ZARA PRODUCT
As of 2007 Zara stores have men's clothing and women's clothing, each of these subdivided in Lower Garment, Upper Garment, Shoes, Cosmetics and Complements, as well as children's clothing (Zara Kids).

FOREVER 21

Apparel

Shoes

Accessories

PLACE
It has about 480 locations, most of them in shopping malls. Forever 21 have its branches in major cities in The United States, Puerto Rico, Canada, Europe, Asia, and the Middle East.

PLACE
Zara exists in 77 countries worldwide with total 1572 stores. It has resisted the industry-wide trend towards transferring fast fashion production to low-cost countries.

PRICE
Low price- Rs.88 High price-Rs.3000

PRICE
Low price- Rs.345 High price- Rs.18990

PROMOTIONS

PROMOTIONS

Campaigns of FOREVER21 Online campaigns

Campaigns of ZARA Store-front displays Magazines and newspapers

Online campaigns

Forever21 magazines

Store-front displays

Vouchers

PHYSICAL- VISUAL LOOK

H&M Hennes & Mauritz PRODUCT

AMERICAN EAGLE OUTFITTERS PRODUCT

MEN: apparel, accessories, gifts and cologne. WOMEN: Apparel, footwear, accessories, gifts and fragrances. KIDS: Apparel and accessories.

H&M

LADIES

KIDS

MEN'S

PLACE
It has 2300 stores across 41 markets. Germany being the biggest followed by UK and Sweden.

PLACE
It has 1086 stores spread over united states, canade, europe, africa, dubai, hongkong and japan.

PRICE Low price: $1.95 High price: $99

PRICE
Low price: Rs.318 High price: Rs.9767

PROMOTION

PROMOTION

H&M

MAGAZINES TV WEBSITE BROCHURES IPAD, ANDROID AND IPHONE

ONLINE AMERICAN COUPON CODES PRINTS EAGLE OUTFITTERS MEMBERSHIP CARD MESSAGES

PROMOTIONS

MERCHANDISE MIX FOREVER21,INDIA

Summer Fest Down To Earth Sultry Boho American Hipster Little Lolita Basics Garden Party Native Spirit Glamazon Denim Special Occasion

BRANDS
Plus Heritage1981 Love21 Give to love F21 University Hello kitty

SECTIONS

CUSTOMER ANALYSIS
PRACHI
AGE GENDER INCOME OCCUPATION NATIONALITY RELIGION FAMILY SIZE HOBBIES SPENDING POWER PER DAY 23 Female Rs.30000 (Month) Graphic Designer Indian Jainism 6 Painting Rs.200

Materialistic Normal shopper Self obsessed Average achievement vanity

LINE DIAGRAM (As per the survey- 7)

4

3.5

2.5 FOREVER21 2 H&M ZARA 1.5 AMERICAN EAGLE

0.5

0 PRICE QUALITY STATUS PRODUCT RANGE

PERCEPTUAL MAPPING

IGOR-ANSOFF MATRIX

MARKET PENETRATION
More sizes More colors

NEW PRODUCT DEVELOPMENT

Luggage's Girly stationery

MARKET DEVELOPMENT
Delhi with mens wear Mumbai Australia

DIVERSIFICATION
Home furnishings Kids wear

L A Y O U T

SWOT ANALYSIS
STRENGTHS 1. Currently using a vast number of social networking. 2. They have the most recent trends for less. 3. Proves to be the one stop shop for fashion. 4. Great graphics and media. 5. Innovative media techniques. WEAKNESSES 1. Only focusing on a certain demographics in a location. 2. Not offering a video blog. 3. Ideas duplication. 4. Can be messy and hard to find what youre looking for since there is so much to choose from.

 OPPORTUNITIES

1. 2. 3.

Customers shopping online and using social media sites. Customers choose our brand because of price. Promotion of our brand through great social media experiences.

THREATS

1.

Competitors engaging our current market.