recommendation and conclusion
2
FOREVER 21 2
Promotional and Social Responsibility Module 7
Faith Chibuzor Ogbonna
School of Business, Liberty University
Author Note
Faith Chibuzor Ogbonna
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Faith Chibuzor Ogbonna
Email: fcogbonna@liberty.edu
Q1. Discuss the integrated marketing communication (IMC) mix components used to promote the product.
IMC is a process that ensures that potential customers and clients receive the correct and relevant information about a product or service at the right time (Kotler and Keller, 2016). Forever 21, a fashion retailer that deals with all clothing varieties, has a marketing mix that consists of various marketing communications that include; advertising, sales promotions, public relations, digital marketing, personal selling, and direct marketing. Avenues used to effect marketing communications are its headquarters in Los Angeles, its stores all over the world, numerous electronic and social media platforms (Percy, 2008).
Q2. Discuss the firm’s advertising objective and its advertising media mix (broadcast, print, electronic).
As a fashion line retail, Forever 21 has evolving styles of clothing. Therefore, its advertising objective is mainly informing and partially persuading. The information objective is to make it known to customers that new clothing designs are available in the stores. The persuasion objective works on showing customers why the Forever 21 products are more elite as compared to other fashion lines and more so its low costs on high-quality clothing.
In advertising of Forever 21, a mix of broadcast, print, and electronic media are used. Several advertisements on television and radio mention the outstanding products of the line and the low costs offered on quality products. Before the complete dominance of social media, it had monthly advertisement sections in the local newspapers. When you walk around, you will notice several Forever 21 billboards with models dressed in the products that it deals with. Customers who have an active subscription to the online stores frequently get email notifications when a new product launches (McCarthy, 2019).
Q3. Discuss the internet marketing possibilities and use of social media in the marketing of the product/service.
In the 21st century, with the increased use of technology, the internet is the primary marketing platform for Forever 21 products. Most of its customers are active social media users making it the most comfortable and most convenient way of reaching them. It has a YouTube channel, a Facebook page, and Twitter and Instagram accounts from which pictures and videos of its new arrivals are posted. After purchasing their products, customers are also encouraged to take photos to post them on social media and tag the Forever 21 accounts for more effective advertising.
Q4. Explain the role of personal selling in the marketing of the product/service. How sales representatives selected, trained, and evaluated.
Personal selling in Forever 21 is affected by the participation of models dressed in the line’s products in fashion shows and sales representatives in various stores. The models create awareness of a particular product's presence and create an image of how a potential customer would look in it. The customers also get to engage the respective personnel in the fashion show on a specific product's details on how to get it and its prices. The store attendants explain to customers the products' specifications, answer any queries about the clothes, and provide a suitable environment that enables a customer to try the clothes on and pick the best fit.
There are two categories of sales representatives in Forever 21. Models who showcase the clothes in fashion shows and attendants who operate the various stores. The selection of models relies on the product to be showcased. Therefore, the physical appearance is highly regarded. For the store attendants, only sales experience is required. No training is required since the qualifications set are high and require applicants to have maximum appeal on customers during sales. Evaluation of the representatives’ performance is done by evaluation of the corresponding sales.
Q5. Explain the firm’s efforts at social responsibility, and how it could be more socially responsible.
Recently, Forever 21 launched a cancer campaign whereby a certain percentage of sales made went to cancer patients who were in extreme need. This was not only a marketing strategy but also an attempt to give back to society. The enterprise also funds fashion shows, which provide a platform for people to showcase their fashion and modeling talents. This contributes to reducing the rate of unemployment and, consequently, a drop-in crime rate. The firm has also created employment for more than 32,000 people. Its products are environment friendly in that they are reusable and recyclable. The clothes are also decent, promoting social morality. According to Bhattarai (2019), “a new recycling program in its Los Angeles stores, for example, allows shoppers to drop off used clothing and shoes in exchange for a discount.” This gives people the opportunity to recycle their old clothes and also buy new things at a cheaper rate which is a benefit.
The firm has, however, been recently sued for late and reduced payments to its workers. Proper treatment of employees would be a welcoming gesture that would contribute to its social responsibility (Paetzold, 2010).
References
Bhattarai, A. (2019, October 03). 'A tipping point in fast fashion': Forever 21's bankruptcy signals the shifting priorities of young shoppers. Retrieved October 11, 2020, from https://www.washingtonpost.com/business/2019/10/03/tipping-point-fast-fashion-forever-s-bankruptcy-signals-shifting-priorities-young-shoppers/
Kotler, P. & Keller, K.L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.
McCarthy, J. (2019, October 01). Forever 21 has aged: Now it's outflanked on sustainability, fast fashion and relevance. Retrieved October 11, 2020, from https://www.thedrum.com/news/2019/10/01/forever-21-has-aged-now-its-outflanked-sustainability-fast-fashion-and-relevance
Paetzold, K. (2010). Corporate social responsibility: An international marketing approach. Diplomica Verlag.
Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. Routledge.