Campaign details
Advertiser: Forever 21Agency: Red Bridge Communications
Introduction and challenges
Forever 21 began as a 900-square-foot shop in L.A., California, in April 1984. The fast-fashion brand is newer to China however, having entered in 2012, and is up against bigger, more established brands with much deeper pockets.
China's fashion retail market is saturated with fast fashion brands, where international competitors enjoy strong brand recognition.
Forever 21 (F21) needed to draw from its L.A. heritage to create a distinct brand positioning in China, while overcoming these challenges.
Limited budget
Globally F21 shuns pouring signifcant investment into advertising...