Forever 21, a fashion industry leader known for making the latest trends accessible, has faced both praise and criticism for its various marketing campaigns. The brand aims to inspire unique style and confidence while offering high-style designs and fashion basics at compelling values. This article examines Forever 21's campaigns, focusing on the controversies and successes, and how the brand navigates consumer perception.
Plus-Size Collection Controversy
In February, Forever 21 faced criticism regarding its new Instagram account dedicated to showcasing its plus-size collection. This account featured models displaying everything from activewear and swimsuits to everyday clothing and sleepwear.
Outrage Over Model Choices
Just weeks after the account launched, people expressed outrage over the photos uploaded. Critics argued that Forever 21's choice of models was "too skinny." According to Adweek, the models were around a size six, while Forever 21's Plus Collection starts at size 12.
Forever 21's Response
The company's vice president of merchandising issued a statement to Business Insider, saying, "We always appreciate our customers reaching out when they have a concern and therefore have removed some of the images and are working to ensure all of our future posts accurately represent the Forever 21 Plus customer." The statement continued, "As a majority of the content on our social media accounts are user generated by our loyal customers, we encourage them to continue to share their own photos to provide a true representation of our clothing, embracing beauty in all shapes and sizes.”
Shortcomings of the Initial Response
For many, Forever 21’s initial response fell short. Some felt the clothing retailer could learn from Aerie, the lingerie brand known for using unretouched photos, which has created a positive image and boosted sales. Aerie even announced Iskra Lawrence, a size 14 model, as the new face of its unretouched campaign.
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Shift in Strategy
Since the backlash, Forever 21 has moved away from using images of the models that caused the upset. The brand also recently started incorporating more fan photos - average women who fit into all sizes of Forever 21’s plus-size collection. Refinery 29 reported that the company even removed several images of slimmer models from the Instagram account.
The Need for More Action
Although Forever 21 took a step in the right direction by shifting the focus on its plus-size Instagram account, the company is in need of a little more action to fully address the concerns raised.
Successful Collaborations: Forever 21 x Pepsi and Coca-Cola
Forever 21 has also experienced success through collaborations with iconic brands like Pepsi and Coca-Cola. These collaborations have tapped into nostalgia and current fashion trends, resonating with consumers.
Forever 21 x Pepsi: A ’90s Tie-Dye Dream
The Forever 21 x Pepsi collection is a prime example of a successful collaboration. This collection captures the essence of ’90s tie-dye fashion with a modern twist. It includes windbreakers with vintage vibes and on-trend neon, tie-dye crop tops and bodysuits, and Pepsi biker shorts. Several pieces are available in plus sizes.
This collaboration combines vintage aesthetics with spring and summer 2019 trends. The collection has been well-received, with many praising its nostalgic appeal and trendy designs.
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Forever 21 x Coca-Cola: Embracing Americana
Forever 21’s collaboration with Coca-Cola embodies Americana, drawing inspiration from 1970s vintage art of the brand’s iconic beverages. This collection features women’s, plus-size, and men’s fashion, as well as accessories designed with the iconic beverage in mind.
Products for women include satin jackets and P.E. shorts, denim pieces, and accessories. Sizes for women’s products range from small to large and 0x to 2x for plus-size.
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