Forever 21 Marketing Plan

 Index
1. Executive Summary…………………………………………………………………………………………….…3 2. Environmental Analysis…………………………………………………………………………………….….3 2.1 Apparel Market Analysis………………………………………………………………………….….3 2.2 Competitive Analysis……………………………………………………………………………….…5 2.3 SWOT Analysis………………………………………………………………………….………………….7 3. Objectives………………………………………………………………………………………………………………10 4. Marketing Strategies………………………………………………………………………………………………12 5. Detailed Action Plan……………………………………………………………………………………………….15 6. Budget…………………………………………………………………………………………………………………….17 7. Control…………………………………………………………………………………………………………………….19 8. Sources.………………………………………………………………………………………………………………….20

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Our Objective We aim to bring Forever 21, a
Since then, the brand has evolved from a chain of roadside stores to an international leader in style, quality, and fun. Uniqlo opened in Taipei on October 7th 2010 with the opening of the Hankyu department store (統一阪 急百貨), which was followed by rapid expansion throughout the country. The first store was about 1450 m2, located in the department store which is linked to metro station Municipal Government. Deeply influenced by Japanese pop culture, before the actual entering of the first Uniqlo store, there are a lot of Taiwanese people have been fascinated by this brand. Japanese companies act really carefully. After they found out the Taiwanese market of fast fashion was bigger than expect, they decide to open a lot of new stores in Taiwan. On September 23th 2011, Uniqlo opened a flagship store in another department store in Taipei (RuiYao 日曜百貨). Other five flagship stores of Uniqlo in the world include Japan Osaka, China Shanghai, London Store 311, Paris Opera Garnier and New York SOHO. □ZARA The leader of fast fashion, Spanish national brand Zara entered Taiwan in 2011. On November 5th it set the store in Taipei 101 as the first sales unit in Taiwan. “On Zara’s opening day, it attracted crowds of more than 15,000 people. With up to 80％ turnover rate, and even hit 101 a NTD 40 to 50 million single-day turnover. "(Jia Xin Zhong, 2011) Then two weeks later, on November 24th, Zara, in the crowded Taipei Eastern Commanding Square, set up