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Image by Joren Aranas via [<https://unsplash.com/@jorenaranas>](<https://unsplash.com/@jorenaranas>)
"In this digital age with its speed of change, any brand that refuses to innovate will die."
*— Bernard Kelvin Clive*
<aside> ▪️ Rebranding: a process of giving a product or an organization a new image, in order to make it more attractive and successful.
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The world is moving at a rapid pace as things continue to evolve. Everyone is on a hunt for something new that excites them. Trends come and go but brands are here to stay. Hence why it's important for brands to stay fresh and maintain a modern image. Rebranding can help a business attract new eyes, stay current, increase value and so much more.
Forever 21 is a success story with an unfortunate ending. The company fell into bankruptcy not so long ago and has announced that they will be closing several of its stores.
“Instead of slowing down on physical space, they were building up physical space. That was a tactical mistake.”
–Barbara Kahn
Not only the number of stores were a problem but the sizes of Forever 21 stores are huge which adds on the expenses. The digital space is expanding yet their focus on e-commerce was weak. The e-commerce platform has gained an enormous amount of customers in the recent years as people have shifted to online shopping. The digital world plays an important role for brands that especially target younger customers and Gen Z shoppers.
Forever 21 is a fast fashion brand and majority of people are aware of the harm it causes to our environment. According to the United Nations, the fashion industry is responsible for 20% of world's wastewater and 10% of global carbon emissions. Which means, fast fashion is unsustainable as it produces tremendous waste. People have become alert about the environmental changes and they now prefer to purchase higher quality clothes because they care about sustainability.
It's hard to predict and keep up with the trends. For this reason, selling better quality clothes with the right marketing strategy is a key factor. If done right, a complete reorganization may become a huge hit amongst the new audience. In order to have a long-term success, having consistency with its effort and brand messaging is crucial. People today are paying more attention to the authenticity of brands and how it presents itself to their audience.
Forever 21 has the chance to regain its reputation and brand image by moving away from fast fashion and focus on making a positive impact on the world. Thus, I have created this project to showcase the potential Forever 21 holds if it ever rebrands since it was loved by everyone with its affordable yet stylish clothings. I have designed a new brand visual and developed a business plan as well as a marketing strategy. This project was made from my own perspective as a Gen Z and I have also given a deep thought into what others would enjoy from a fashion brand. I believe Forever 21 can have the right influence on the world by promoting sustainanility, focusing on e-commerce, leveraging social media and influencer marketing while continuing to spread a positive message. That being the case, I hope you enjoy exploring my passion project for Forever 21 with an open mind and feel free to reach out to me about your thoughts on it!