The agency will deliver a multi-layered campaign to engage fashion-focused consumers, handling media relations and launch events to support the brand’s rollout of stores in Dublin and Birmingham.
Focussing on building the brand’s reputation for excitement, fast-fashion and value, Shine will be responsible for a PR-led integrated campaign, including events, media relations, celebrity outreach and social media output. Shine has also been charged with developing Forever 21’s European advertising campaign.
Richard Brett, director, said: ‘Our programme will focus on creating a solid launch platform for Forever 21. As one of the most hotly anticipated fashion retail launches in recent years we are thrilled to be on board to support their ambitious growth plans in key European markets.’
The campaign will be led by associate director Rose Hernu, reporting to Linda Chang, senior marketing manager.
Shine will also support the brand’s rollout across Europe, helping to co-ordinate the Irish launch, which will be led by partner agency Thinkhouse.
The agency was appointed after a competitive pitch.
Forever 21 is headquartered in Los Angeles and operates over 460 stores in the US and Puerto Rico, with international operations in Canada.
The brand is a specialty retailer of women’s and men’s clothing and accessories, focussing on ‘fast fashion’ by keeping the store stocked with fresh merchandise offerings brought in daily.