Forever 21 is known for its fast fashion at an inexpensive price point which naturally appeals
to a young audience. However, in recent years the business had begun to show signs of struggle and decline, leading up the recent move to close all brick-and-mortar stores in the US.
to a young audience. However, in recent years the business had begun to show signs of struggle and decline, leading up the recent move to close all brick-and-mortar stores in the US.
The goal of this exercise was to examine how Forever 21 could rebrand and reposition itself to appeal to the Gen Z market. With competitive analysis research, it became clear that a more sustainable culture and product would resonate with Gen Z. Forever 21 has an opportunity to market in this space, swapping their emphasis on fast fashion for a focus on featuring pre-worn items and a clothing buyback campaign. This set of web banners, a postcard mailer, billboard and other signage and touchpoints was created to roll out the rebrand announcement across print and digital.
