Investing in digital not futuristic but a real-time requirement: Rahul Jhamb, Forever 21

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

by Dolly Mahayan
Published - Dec 14, 2017 8:49 AM Updated: Dec 14, 2017 8:49 AM

Forever 21, the international fast fashion brand from Los Angeles, California and part of Aditya Birla Fashion and Retail, recently launched its 21st store in Indore, Madhya Pradesh. The store spread over 9,000 square feet of retail space is located at the C21 mall in the city. Since its entry into the Indian market in 2010, Forever 21 is known for its trendy offers and chic collection at affordable prices. Rahul Jhamb, Business Head, Forever 21, spoke on the marketing strategy of the brand, key things they look at when a campaign is launched and growth plans in the coming years. Excerpts:

Content for a fashion brand needs to be creative and engaging enough to draw attention.What do you look at while thinking of a new campaign?

As a fast fashion brand targeted at millennials, we are always on the pulse of latest marketing trends. We design our content keeping our young consumers at the core of our campaigns. Our content strategy for both indoor and outdoor mediums embodies our brand values: Bold, Authentic, Fashion Forward and Energetic in Spirit. We actively focus on curating not just content and creatives but also experiences that resonate deeply with our brand values.

Brand engagement with audience is necessary. What are the essentials that a brand should have in place for an on-ground activity?

A brand should be able to establish a deeper connect with their target audience. In today’s competitive retail scenario, the customer is looking for a differentiated experience. We’re on a mission to create experiences that give choices to people from all walks of life. Celebrating individuality and everyone’s right to express themselves, the brand carries the same innate love and care as the day the business first began.

Tell us about your marketing strategy.

Our marketing strategy is crisp and clear, the basic premises we have are: WE ARE FASHION FIRST: we lead with the style story. All our collection launches are inspired by the latest global runway trends.
WE ARE CUSTOMER-CENTRIC: we are grounded and connected to our consumers, talking with them, not at them.
WE ARE OPTIMISTIC: we set out to make people feel inspired, confident and explore their sassy selves and individual styles.


Forever 21 is quite active on digital but not on TV/Radio. Comment.

Everyone is going Digital; our consumer is going digital. Our audience is extremely tech savvy and always on the move, and as a fast fashion brand it is imperative to keep our communication focused on the most preferred medium of our consumers. The need to invest in digital is not an industry initiative, it is more a customer initiative. The consumer is omnichannel and hence our approach caters to this requirement. Investing in digital as a medium is not futuristic but a real time and realistic requirement.

The strategic use of digital as a medium is synonymous with our brand wanting to have a dialogue and understand our consumer better. We have an infusion of new styles/trends every week and hence the need to engage and interact with our consumers at a high frequency as well as comprehend real time, what they feel and perceive of our offerings.

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