Forever 21 opens store in Antwerp
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Presentation by Joeri Van den Bergh at Apestaartjaren 2012.
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Forever 21 opens store in Antwerp
- 5. Opening Forever 21 Antwerp 1000 waiting 23000 visited in one day 2 min on national news
- 6. 1984, Los Angeles, CA Chang Family 480+ stores
- 7. On trend product Several Lines, shoes accessories Daily new styles Wide, not deep Very (very) affordable
- 21. SCENE (T)AP(P) 50 Chicago bars cams recognizing numbers & gender
- 24. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 26. Cool
- 27. //COOL = 0.38*Original Cool
- 29. //COOL = 0.20*Popular Cool
- 32. Cool
- 33. #146 Cool
- 40. Cool //Template 1 ①Act, don’t tell • Tekst ①Innovate and surprise ①Friends are the COOL filter
- 42. Real //Template 1 • Tekst Insert movie Adidas
- 44. //Authenticity for Generation Y Real
- 45. Real
- 46. //Template 1 On authenticity • Tekst
- 51. //Human factor of branding Real
- 52. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you? Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
- 54. //re-Humanizing marketing Real
- 55. How social media could be more social 1 Read instead of write 2 Ask for feedback (rather than wait) 3 People (staff) instead of company
- 58. Real
- 61. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 67. Unique //Michael stole the moonwalk from David… //Template 1 • Tekst
- 68. // who stole it from Marcel Marceau //Template 1 • Tekst
- 70. Unique //Does this remind you of something? //Template 1 • Tekst
- 71. Unique //Dietrich Mateschitz //Template 1 • Tekst
- 74. Unique //Uniqueness by stealing from other industries //Template 1 • Tekst
- 76. Unique
- 79. Unique //Template 1 ①Sustain your unique proposition & style • Tekst ①But adapt to the changing environment ①Not forgetting about your core audience
- 81. Self
- 82. Self
- 83. Self
- 85. Self //Template 1 • Tekst Insert movie rorschach U by Kotex
- 93. Self //Template 1 ①Don’t offer products, support lifestyles • Tekst ①Never use tribes on the outskirts ②Vary & combine different passion points
- 96. Happy
- 99. Happy
- 100. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorced Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
- 101. Happy
- 104. Happy
- 108. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 111. Happy //Template 1 ①Deliver gratifications, not just pleasures • Tekst ①Don’t use negative emotions ①Happiness is the new rebellion