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Forever 21 bets on fashion and festival tie up


By Natalie Mortimer, N/A

April 12, 2016 | 3 min read

Forever 21 is the latest fashion brand trying to capitalise on the buzz around music and festivals with the launch of a new Tumblr page focused on music-related content.

The fast fashion brand launched the page, called #F21xMusic, last week after realising that it had a lot of fans and engagement on the social platform but had yet to create a presence of its own. Via Tumblr, Forever 21 will build exclusive content specific to the channel, including interviews, Spotify playlists, pictures from the global music festivals, and ticket giveaways to give its audience an entirely new offering from the brand.

“We know our customer’s top two interests are fashion and music,” a Forever 21 spokesperson told The Drum. “There are many parallels between the two and we noticed that there are not many brands in this space.

“Forever 21 sees many opportunities to connect the two experiences whether it be through exclusive content to in-store appearances of your favorite artists or the discovery of music and fashion in both physical and digital environments.”

Forever 21 wants to put more investment behind visually engaging platforms such as Instagram and Snapchat, as well optimising its strategy on other channels such as Facebook, Twitter, Pinterest, Weibo, WeChat, and LINE.

Given the appetite for shoppable content, the clothing retailer will include links to products, but added that the emphasis for #F21xMusic will be on shareability and brand engagement.

“Our focus on Tumblr is music-oriented content, however, we will layer on fashion-specific posts when appropriate. For example, shopping for festivals or concerts. We want our customers to be able to access our fashion at a great value and therefore will provide direct links to shop on posts with artists wearing Forever 21 product or music-oriented campaigns with models wearing Forever 21.”

Forever 21’s move follows that of British heritage brand Hunter, which earlier this year detailed a plan to pull away from London Fashion Week to focus on the relationship it has with festivals to create a year-round conversation with consumers.

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