The Forever 21 ensemble in China

Forever 21, the fashion retailer, used social media content and print to engage millennials and build its brand in China.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands