Forever 21 Jumps on the TikTok Train to Fuel its Comeback
Back in 2019, fast fashion retailer, Forever 21, filed for bankruptcy as the shopping preferences of young consumers headed online. The brand closed up to 178 stores in the United States, and up to 350 overall following its decline.
Forever 21 has remained quietly present online since its bankruptcy, but now, with new CEO Winnie Park leading the movement, Forever 21 is working towards bringing back the ‘American dream’ it once provided to young consumers, using TikTok as a stepping stone.
The real question is: Why wouldn’t you use TikTok to reboot your brand? Statistics released at the beginning of 2023 present TikTok as a must for marketing, especially if Gen Z is the demographic intending to engage.
In the US alone, those aged 10-19 account for 25% of TikTok’s active users, with data from Qustodio backing that these young users spend an average of 75 minutes per day on TikTok. Considering that Forever 21 was once considered a major threat to the teen retail market, these statistics put the retailer in good stead for prosperous marketing on the video platform.
Forever 21’s TikTok account is up and running featuring regular posting of User Generated Content (UGC) from creators with micro to mid-tier followings. The content on the youthful fashion brand's account is reflective of the real people that make up the audience their targeting. It is positively inclusive of bodies of all shapes, sizes, and gender – despite being typically considered a ‘feminine’ brand. The content is also entertaining and accessible, shining a positive and forward-thinking light on fast fashion marketing.
How can the TikTok Promote feature be utilised?
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