Fashion Merchandising Promotion Plan Scotch Plains-Fanwood DECA Scotch Plains-Fanwood High School 667 Westfield Road Scotch

Plains, New Jersey 07076 Casey McBride February 26, 2012

Table of Contents
I. Executive Summarypg. 1 II. Description of Storepg. 2 III. Objectives..pg.3 IV. Schedule of Eventspg. 4-6 a. Special Events..pg. 4 b. Advertisingpg. 4-5 c. Display.pg. 5 d. Publicity..pg. 6 e. Other In-Store Activities...pg. 6 V. Responsibility Sheets..pg. 7 VI. Budget..pg. 8 VII. Statement of Benefits..pg. 9 VIII. Bibliographypg. 10

I.Executive Summary This fashion merchandising promotion plan was created in order to promote the new Rory Beca Spring 2012 line of clothing available at Forever 21 stores across the nation. The promotional campaign is scheduled to begin in mid-March and continue throughout the spring season. The objectives of the promotional plan are to change the corporate image, encourage customer excitement, and release the Rory Beca spring line. Forever 21 is trying to promote the quality of their products, while still acknowledging that they are an affordable and accessible retailer. They want to boost customer excitement to encourage further spending and increased publicity. Lastly, the plan is being used to spread the news about the release of the new spring line from designer Rory Beca. Special events and promotions will be used to attract customers and encourage purchases of the new collection. A fashion show will take place in Times Square in March, which will feature a showing of the new spring merchandise and a presentation by Rory Beca, which will feature styling tips for various items. Gift cards will be given away to guests who attend the fashion show and Rory Beca discount cards will be given away nationwide. Advertisements will be seen on the Times Square Billboard, in the March issue of Seventeen Magazine, sent by email to previous customers, and posted on the Forever 21 Blog on Forever21.com. Displays will include colors mimicking the collection and simplistic mannequins, as not to take away from the merchandise. Merchandise within the stores will be changed to spring attire, but the main focus will be on the Rory Beca collection when immediately walking into Forever 21. Employee involvement and encouragement will be highly suggested to promote Forever 21, Rory Beca, and the merchandise that the company desires to sell. Each member of the Forever 21 retail team has a different set of roles and responsibilities. The Store Managers role will be to organize displays, orchestrate staff meetings, and oversee new merchandise. Assistant Store Managers will distribute discounts to cashiers, assists in the displays, and organize clothing and merchandise. The Cashiers and Sales Associates are responsible for assisting customers,, having positive attitudes, encouraging sales, and assist with displays. The budget for the Rory Beca promotion and seasonal spring merchandise is $624,000. This includes discounts, promotional events, advertising productions, gift card giveaways, location rentals, online sources, and national store displays. The Rory Beca Spring 2012 promotional plan is attempting to attract new and lasting customers by advertising an affordable, but sophisticated, way to style merchandise from Forever 21. By promoting this collection, Forever 21 hopes to gain recognition and acknowledgment of their quality and high fashion styles.

II.Description of the Store Forever 21 is an apparel and accessory retailer centrally located in the United States. The first Forever 21 opened in Los Angeles, California in 1984 and has since spread to malls across America, as well as major cities in Puerto Rico, Canada, Asia, and Europe. The store sells affordable and fashionable merchandise targeted towards young women and teens. The stores also have departments for plus size women, men and young girls. Forever 21 offers a wide variety of apparel styles, from evening wear to workout gear. Within one store, their are up to 6 different departments and brands, including 21 Men, Forever 21 Girls, Heritage 1981, Love 21 Contemporary and Maternity, Forever 21 and Forever 21+. Their prices range from $.95 for a pair of socks to $54.80 for a wool-blend coat. Upcoming styles and classic wardrobe staples can be seen throughout the store as the seasons and trends change. In 2010, Forever 21 partnered with designer Rory Beca to release a line of merchandise at an affordable price level. The store is neatly organized and divided by department, using decor to change the environment in order to match the brand. There are 480 Forever 21 stores worldwide, as well as an online store which offers all of their brands and international shipping. The store that will be used in this promotional plan will be the Forever 21 Times Square location. It is located in the center of New York City and appeals to tourists and New Yorkers. It is one of the biggest stores and attracts a lot of business because of its location and billboard that overlooks Times Square.

III.Objectives Objective #1: Create a new corporate image Forever 21 has always been seen as an affordable retailer, but the quality and style of the clothes needs to be acknowledged. In comparison to its rivals, such as American Eagle and Hollister, the prices are lower without compromising the quality of the merchandise. Objective #2: Advertise the new Rory Beca Spring 2012 line Forever 21 has partnered with designer Rory Beca to produce a new spring line for the second year in a row. Forever 21 should advertise the line to their regular customers and customers who enjoy Rory Beca style, but do not want to pay her high end prices. Forever 21 will be offering her style and designs at an affordable price class customers. Objective #3: Increase customer anticipation and excitement Forever 21 has new styles and designs year round, but because of the new spring line, they are advertising to reach new customers. They want customers to have knowledge about the new collection, encouraging them to come into the stores and shop which will lead to further sales. for middle-

IV.Schedule of Events A. Special Events 1.Fashion Show: The fashion show will take place in the center of Times Square outside the Forever 21 store on March 17th, 2012 from 1pm to 3pm. The show will display the entire spring line of Rory Beca for Forever 21 clothing. 2.Rory Beca Presentation: Rory Beca will be attending the March 17th Times Square fashion show. She will present her collection to the public and explain how to wear the pieces for simpler styling at home. 3.Gift Card Giveaway: Customers and guests attending the Times Square fashion show will be given the opportunity to win Forever 21 gift cards of various amounts. Each hour for the duration of the event, 5 guests will be chosen to receive a gift card ranging from $20 to $100. 4.Rory Beca Discounts: Stores across America will be given discounts cards for customers who are purchasing Rory Beca merchandise. Customers will be able to receive $5 off each purchase of Rory Beca apparel from March 17th, 2012 to April 7th, 2012. B. Advertising 1.Times Square Billboard: An video and montage will be displayed to advertise the new Rory Beca spring line as well as the fashion show that will be taking place March 17th. 2.Seventeen Magazine Advertisement: And advertisement will be placed in the March issue of Seventeen Magazine in order to advertise spring fashion trends at Forever 21 this spring. It will be reaching the target audience because Seventeen readers are usually teens or young women.

3.Email: An email will be sent out to all Forever 21 customers that have signed up with Forever 21 to notify them of the new spring fashion trends. Customers who live in the tristate area will also be notified of the fashion show taking place. 4. Forever 21 Blog: A blog post will be written on the Forever 21 websites blog advertising the release of the new spring line, the gift card giveaways at various locations, and the fashion show event in New York City. C. Display 1.Storefront: The Rory Beca spring line will be displayed on mannequins in the store windows. At the Times Square location, the billboard and posters will display information about the fashion show. 2.Store Layout: Since Forever 21 stores are divided by department and brand, the store layout will remain the same. The decor for each brand will also remain the same, but Rory Beca isnt under a particular brand within the store so it will need its own mannequins and its own section. 3.Store Interior: Popular and upbeat music will be played for the customers while they are shopping. The lighting will be bright so that customers are able to see exactly what they are buying. The displays and racks of clothing will be organized so it will make for the best and easiest shopping experience. 4. Interior Displays: White, plastic mannequins displaying the Rory Beca spring line will be displayed at the front of the store near the main entrance and in the store display windows. Other brands will be displayed on mannequins within their individual store sections, but the apparel will be changed for the spring weather and styles.

D. Publicity 1.Rory Beca: A press release will be sent out about Rory Becas new spring line for Forever 21 and her upcoming appearance at their fashion show in March. E. Other in-store Activities 1.Employee Encouragement: Store managers will be directed to encourage employees to constantly remain calm, friendly, and positive with customers in the store. They should be reminded to let customers know about any discounts or new products when they are shopping or checking out. 2. Employee Meetings: The store manager will conduct a meeting with all employees in order to inform them of seasonal and weekly objectives. The Time Square Forever 21 employees will need to meet to prepare for the upcoming events and promotions.

V.Responsibility Sheet Employee Title Store Manager Responsibilities 1. Organize and assemble storefront displays. 2. Contact Rory Beca and organize her attendance at the fashion show. 3. Set up the video advertisement for the Times Square billboard. 4.Reserve a spot in Times Square for the fashion show on Saturday, March 17th, 2012. 5. Schedule and orchestrate a staff meeting to plan for the fashion show and upcoming spring season. 6. Oversee any new merchandise that are being shipped to the store for sale and display. Employee Title Assistant Manager Responsibilities 1. Distribute and explain the Rory Beca discounts to all cashiers. 2. Assist in setting up any displays for the store and oversee the assembly of the fashion show decor. 3. Organize clothing that will be presented during the fashion show and confirm the selections with Rory Beca and her staff. 4. Count, organize, and distribute the gift cards that will be given away. Employee Title Cashiers/Sales Associates Responsibilities 1. Assist customers and sell merchandise. 2.Remain positive and friendly. 3. Encourage sales and promote Rory Beca discounts. 4. Assist with display assembly. 5. Assist with the fashion show on the day of the event.

VI.Budget Budget 1. Rory Beca Spring Line Advertisement -This includes the price of production, hiring models, and paying for the location and decor used in the ad. This will be posted to Youtube and displayed on the Times Square billboard. 2. Seventeen Advertisement -One advertisement for Rory Beca for Forever 21 will be placed in the March issue of Seventeen Magazine. 3. Fashion Show -This cost includes renting the equipment, renting a place in Times Square, hiring models, and hiring labor. Cost $20,000 for Production/Editing $8,000 for Models $15,000 for Location Renting $10,000 for Decor Total $53,000

$20,000 for Advertisement

$20,000

$15,000 for Equipment $30,000 for a place in Times Square $8,000 for Models $25,000 for Decor $6,000 for Workers $4,000 for Materials $500 for Employee Work $500 for Shipping Five $20 gift cards: $100 Five $50 gift cards: $250 Five $100 gift cards: $500 $1,000 for each Store Display (480 stores in total)

$84,000

4. Discount Coupons -This cost will be for the shipping of the coupons nationwide, the materials used, and the employees work. 5. Gift Cards -This is for the gift cards that will be given away at the fashion show (15 in total). 6. Store Displays -This cost includes mannequins and poster advertisements for the Rory Beca spring line in all 480 stores. 7. Employees for Online Sources -This will pay the employees that run the Forever 21 Blog and send out the emails to customers.

$4,100

$850

$480,000

$8,000 for each employee per month (3 employees in total)

$24,000

Total Cost:

$624,350

VII. Statement of Benefits to the Retail Establishment The Rory Beca Spring 2012 promotional plan will help Forever 21 gain acknowledgment and credibility in the fashion industry. Paired with a designer like Rory Beca, Forever 21 will be associated with high fashion and sophistication rather than affordable basics. Having this partnership will be the companys competitive advantage over its rivals in order to gain customers and increase popularity. The fashion show in New York City should help with publicity because of the event. This will be beneficial for both Forever 21 and Rory Beca because it is free advertising. This will be a good introduction to spring fashion as soon as spring begins, the weather gets warmer, and customers are searching for new spring trends. The discounts will enable sales to be made, while giving back to the customers that have been loyal to the brand and encouraging new customers to come back again. The promotional plan will enable the store to spread and the popularity to rise. It will essentially help the spring merchandise sales because of all the advertising, but it should ultimately lead to a better and brighter future for Forever 21 and its partnership with Rory Beca.

VIII.Bibliography "Forever 21 - Shop Fashionable Clothing for Women." Forever 21 - Shop Fashionable Clothing for Women. N.p., n.d. Web. 21 Mar. 2012. <http://www.forever21.com/>. "Forever 21." Wikipedia. Wikimedia Foundation, 21 Mar. 2012. Web. 21 Mar. 2012. "Rory Beca Womens Clothing." Home Page. N.p., n.d. Web. 21 Mar. 2012. <http://rorybeca.com/>. "TAKE IN THE SIGHTS! RORY BECA X FOREVER 21." Forever 21. N.p., n.d. Web. 21 Mar. 2012. <http://blog.forever21.com/2011/03/04/take-in-the-sights-rory-beca-x-forever-21-isjust-gorgeous-in-the-spring/>.