Description of the Store Forever 21 was founded in 1984 by Don Chang and wife, it is an American chain of clothing stores with branches in many major cities in The United States, Puerto Rico, Canada, Europe, Asia, and the Middle East that offers clothing, footwear, cosmetic items and accessories. The “12 day of Fashion” promotion will focus on the Forever 21 store located in the Sawgrass Mills Mall in Sunrise, Florida. The Sawgrass Mills Mall is the sixth largest mall in the United States, and the second largest in Florida. There are over 300 retail outlets and restaurants located within the mall.
III. – Objectives The main objectives on the “12 day of Fashion” promotion plan are to: Increase sales throughout the month of December Maintain loyal customers Build on community outreach Improve customer/employee relations Expand customer base These objectives will be met by creating a unique holiday experience with includes events, displays, prizes, incentives, coupons, and mailers. This promotion is designed specifically for the Sawgrass Mills Mall Forever21 but could be adapted to all Forever21 stores in the United States and International Stores as well. IV . – Schedule of Events A. Special Events 2 days of Fashion- This is the main event of the promotion plan, it is a play off of the “12 days of Christmas”, like the 12 days of Christmas it will have 12 different events, a different event each day. The event will take place in the Forever 21 store at Sawgrass Mills Mall. Day 12- This is the kick-off day for the promotion plan, During this day the first 12 customers who purchase something will receive one free raffle ticket for the raffle that will be held on the last day of the promotion. The raffle will have prizes which include Special Edition Winter Graphic Tee’s , $25-$50 Gift Cards, & Free Make-up, Accessories, and Clothing.
Day 11- Day 10- Day 9 – Day 8- Day 7- Day 6- Day 5- On this day we will release 5 Special Edition Winter Graphic Tee’s that can be purchased for $5. Each of the tee’s will feature different designs and a quote from five different famous winter songs. Frosty the Snowman, Rudolph the Red Nosed Reindeer, Let it Snow, Sleigh Ride, & Jingle Bell Rock. A samples of each tee will be on display behind the register counter in the formation of snowflake and will be on display the 1st day of the 12 days of Fashion to the last day.
Day 4- The first 4 customers to make a purchase of $40 will receive a free $25 gift card Day 3- Everything in the store will be 30% off your purchase Day 2- Buy one get one Free! This will be available for all winter tee’s(long and short sleeve) , accessories, and make up. This offer will last only one day which will begin opening to closing of the store that day. Day 1- This is the last day of the promotion plan and will be the day that the “Winter Wonderland Fashion Show” will take place. Also on this day a raffle will be held and prizes will be given away.
This will only be for anyone who purchased a Special Edition Winter Tee. Winter Wonderland Fashion Show – The Fashion Show will take place on Saturday, December 24th the last day of the “12 days of Fashion” it will began at 1:00 PM and last until 3:00 PM. The event will take place at the Forever 21 store at Sawgrass Mills Mall. Tickets for this event, which will resemble presents, will be $10. 00. The tickets will go on sale on Monday, December 12th and end on Saturday, December 24th at 1:00 PM. A portion of the proceeds from ticket sales will go to Toys for Tots. Toys for Tots is run by the U.
S. Marine Corps ,it provides less fortunate children throughout the United States with gifts so they can experience the joy of Christmas. Additional donations to Toys for Tots will be available at the registers. During the event the employees will dress up in one of the five Special Edition Winter Graphic Tee’s along with Santa hats or Reindeer Antlers. Employee’s will check guests for tickets as they begin to arrive and hand them a Holiday bag. The bag will contain various coupons which can be used throughout the store and coupons from other stores in the mall as well.
Food which will be catered from other restaurants in the mall ,and beverages will also be available during the Fashion Show and will be handed out by employee’s. A DJ from Y100 100. 7 will be invited to the event to play music, announce the raffle winners and door prizes and MC the fashion show. The Fashion Show will begin at 1:30 to 2:00 in the middle of both stores. The Fashion show will feature guests and employee’s modeling the stores Winter Clothing. After the Fashion Show is over the DJ will then begin to announce prize winners. The Store will then open for guests and other customers to shop until 6:00 PM.
B. Advertising Facebook Advertising- Facebook is one of the largest social networking websites on the Internet today. With more than 800 million active users on Facebook, half of these user sign on daily. During the “12 days of Fashion” promotion, Forever 21 will create an ad that will be featured on Facebook. Using Facebook’s advanced software, We will be able to send our ads to only the Broward and Miami-Dade county areas. We will narrow down that market to active users that are between the ages of 14 and 40. The advertisement will be featured on Forever 21’s fan page that has over 5,000,000 current members.
The ad will begin on December 1st and end Christmas Eve, it will highlight the “12 days of Fashion”. It will provide a countdown to the 12 days , and then once they have started to Christmas it will also highlight the Winter Wonderland Fashion Show. Email Alerts- Emails will be sent to all our online members & Facebook fan page members that are in the Broward and Miami-Dade county areas. The emails will provide all the information about the “12 days of Fashion” & the “Winter Wonderland Fashion Show”. C. Display Interior Display The Forever 21 store in the Sawgrass Mills Mall will be divided into 12 sections.
During the “12 days of Fashion” theses 12 sections will represent the 12 days, 11 sections of the store will be devoted to the Winter line of Clothing for Forever 21. Except for 1 which will be devoted to the 5 Special Edition Winter Graphic Tee’s which will organized by size and color. This section will be located in the very front of the store and will also have information up about the “12 days of Fashion” & the “Winter Wonderland Fashion show” Every section will incorporate winter back drops which will look like a pine tree forest. Also we will project a video which will simulate snow falling from the sky.
Props will include snow, Snowmen, Christmas trees, icicles, Sleighs, and gifts. Also through out the store it will have the smell of Pine Tree’s and Holiday music playing throughout the stores opening. The idea of the interior display around the store is to make the customers feel like they are actually in a “Winter Wonderland”. All around the store there will be signs which say 12 days of Christmas with the Christmas clearly crossed out and Fashion written next to it, other signs will say things like “Cuddle Weather”, “Happy Holiday Savings”, & “Shopping in a Winter Wonderland”.
In the Middle of the Store which connects the 12 sections together will be a sitting area which will give off a comfortable lounge theme. There will be couches and chairs to sit in which will be arranged in some what of a circle. There will be a large completely decorated Christmas tree behind the chairs and in the middle of the circle will be a fake fire which will give off heat, sound, and light just it wont be a actual fire. Exterior Displays- The Forever 21 store has one entrance with is located inside the mall with four window displays.
During the “12 days of Fashion” promotion, the front windows will each have a different display to them. The first display window is located on the far left of the entrance it’s theme will be a winter lounge. The window display will have a backdrop that looks like the inside of a cabin which has two windows a fireplace & a fire. There will be more lounge seating which will be two comfortable chairs and a ottoman. Each will have decorative pillows and blankets. There will be a table in the middle of the chairs and a decorative rug on the floor.
There will be another decorated Christmas tree with gifts underneath it to the side of the display. Just like inside the store we will project a video if snow falling it will look as if snow is falling outside the windows. Two Mannequins which will have full winter outfits on will be sitting in the chairs cozying up to the fire. The second display window which is located in the middle along with the third ,will carry the Winter Wonderland theme. The back drop will be of a frozen lake with hills all around it. Fake snow will cover the floor giving it the appearance as if it has been snowing non-stop for a couple of days.
Fake Snow men, Trees and Icicles will also be in the display. Four Mannequins will be on display in the window because it is the largest window display out of the four. The Mannequins will look as if they are in a snow ball fight and will be dressed in heavy winter clothing and boots. The third display window will have a Winter sports theme. It will basically have the same display as the second window does but the back drop to this window will have mountains and a ski lift. There will be three Mannequins all of which will also be heavily dressed in winter clothes and boots.
Two will be on ski’s, & one will be snowboarding And the fourth display window located to the far right will have a Christmas morning theme two will be on display Mannequins will be wearing Pajama’s. The window display will have a backdrop that looks like the inside of a cabin again which also will have two windows with the fake snow falling outside, a fireplace & a fire. Stocking will be hung over the fire place and there will a small couch which has decorative pillows and blankets. A coffee table will be in the middle of the floor with decorative rug. There will be a decorated Christmas tree and gifts to the side of the display.
Beside the tree will be the two mannequins holding and unwrapping presents. D. Publicity On December first, 12 days before the promotion begins a press release will being on Y100 100. 7 which is one of the most listened to Radio Stations in South Florida. A guest DJ from Y100 100. 7 will be invited to the event to broadcast live to South Florida during the “Winter Wonderland Fashion show“. E. In Store Activity Santa’s Number One Elf- On December first, 12 days before the promotion begins all store employee’s will be called into a store meeting to inform them of the events that will take place.
During the whole promotion a competition will be held the employee’s will be competing for the title of “Santa’s Number One Elf”. The competition is the employee that sells the highest amount of Special Edition Winter Graphic Tee’s after the five days they are available will receive a $150 bonus to their holiday paycheck as well as a $50 gift card to the store. The T-shirt sales will be recorded electronically by the registers and will be added up once the five days are up. V. – Responsibility Sheet The responsibilities throughout the promotion will be divided up among Managers, Assistant Managers, and Sales Associates. Store Manager