Forever 21 is a multinational fast fashion company, with the HQ in Los Angeles. originally founded as the store Fashion 21 1984 by Jin Sook and Do Wan Chang with the goal of providing a one-stop shopping experience in a fun and exciting environment.
Client Ask
To reposition Forever 21 as a place for affordable, elevated, trendy staples made specifically for the "Life of the Party" segment.
Challenge
What once was a global fast fashion giant operating in more than 47 countries, are now struggling to hold down their consumer base after being bankrupt and not adhering to consumer trends. Now, forever 21 is trying to rebrand itself to become relevant once again.
Insight
Going out every other night demands a second closet.
Main idea
Style your nights. We want to own the time that our target audience spends after work/college. Forever 21 would be associating itself with the night out. Whether its date night, drinks with the girls or a full blown soiree, Forever 21 goes beyond basics to make sure you “style your nights” in the best way possible. The creative execution will also be incorporating film photography to subtly imply that the memories you will be making are forever.
Brand Truth
Forever 21 has matured out of the fashion retail space.
Cultural Truth
Consumers are more focused on sustainable clothing and building their capsule wardrobe.
Creative Executions
Client: Forever 21
Student Work
My Role: ST/CW
w./ Iraj Chaudhry (AD), Krysten Mahoney (ST), Maggie Zha (ST)