In a team, I created a new corporate social responsibility program for Forever 21. The company doesn't do enough to mitigate the negative environmental effects of fast fashion, and my group wanted to change that. My contributions were the Strategies & Tactics section and the Key Messages section, as well as editing throughout the document.

2. Executive Summary and Situation Overview
While Forever 21 is one of the largest, most popular retailers, it is lacking in effective
corporate social responsibility. Its current CSR program establishes partnerships with
nonprofit organizations, but none of these initiatives directly relate to the company’s
mission or values. Forever 21 specializes in fast fashion, a style that contributes a lot of
waste to the environment, yet the existing CSR program doesn’t address these
concerns. The only sustainability element in its current CSR program is the fact that they
recycle their cardboard boxes, which is an action with minimal positive outcomes.
One of Forever 21’s main competitors is H&M, which has a more substantial CSR
program that boosts its image with customers. H&M’s initiatives refer to specific actions
they are taking to reduce their negative impact on the environment and promote
human rights, including sponsoring the H&M Foundation which partners with UNICEF,
WaterAid, and Care. In comparison, Forever 21’s CSR program is not specific or robust
enough, which illustrates them as a company that disregards its effects on the
environment.
In this report, we suggest a set of goals, objectives, strategies, and tactics, to help
guide Forever 21 in creating a new CSR program that is driven towards sustainability
and reversing the negative effects that fast fashion has on the environment.

3. Goals and Objectives
Goal 1:
Manufacturing Goal: Improve ethical sourcing
Objectives:
• Using 20 percent of organic cotton in clothing by January 2018
• Increase domestic employment/manufacturing by 25% percent by September
2018
Goal 2:
Business Goal: Minimize business waste
Objectives:
• Partner with Council for Textile Recycling to recycle defective/damaged
merchandise for fall 2017
• Reduce electricity consumption by 25% by March 2019
Goal 3:
Consumer Goal: Reduce consumer waste & impact of fast fashion
Objectives:
• Create program to donate unwanted clothes from consumers and unsold
merchandise to Goodwill and Dress for Success (December 2016)
• Donate 2100 pounds of clothes each year beginning in January 2017

4. Target Audience
Forever 21 possesses a loyal customer base. This improved CSR program is aimed
to target both loyal and casual customers. The store’s target demographic is a 13-
25 year old lower-to-middle class female, but the CSR program is geared to interest
an older, more mature audience with paying jobs--they are more likely to spend
money based on their values. The psychographics of both groups include an
interest in fashion trends and frugality that allows an ever-changing wardrobe. This
CSR plan is also targeted towards customers who previously shopped at Forever 21
but no longer do because of the mismatch in sustainability values, or people who
have never shopped at the store for the same reason.
In addition, the company will aim to reach employees. Employees are the people
that help shape the organization and operate the entire company. We want those
employees to be proud and confident of the company they work for, and to spread
the positive image of the company as representatives.
Finally, we are targeting Forever 21’s partner organizations such as Warner Bros.
who have well-developed CSR plans. In boosting Forever 21’s plan, those partners
can have peace of mind that they share the same values of reducing the social and
environmental impact of business.

5. Strategies & Tactics:
Strategy #1: Increasing Awareness-
Corporate social responsibility efforts only aid a company if its stakeholders are aware
of them. Thus, one of the strategies that Forever 21 will use to improve its CSR program
is increasing awareness of its actions. Public knowledge of Forever 21’s new plan to
improve sustainability will improve the company’s reputation in the eyes of its target
audience.
70 Degrees Campaign:
The average American throws away 70 pounds of clothing every year, increasing
waste day by day. Forever 21 will begin communicating ways to reduce the
severity of the throwaway culture. As Forever 21 is a strong presence in the fast
fashion industry, it’s important for the company to become a purveyor of
change. The 70 Degrees campaign will advertise Forever 21’s new clothing
recycling program (see “Connect with Organizations” section below) and
broadcast their launch into a more environmentally driven CSR plan.
The campaign will include both a video and print PSA with the same imagery of
various American people wearing 70 pounds of clothing at once. The hyperbolic
slant will grab the audience’s attention and raise awareness of both the issues
that fast fashion can create and how Forever 21’s new CSR plan works to
mitigate that. Video is an especially effective medium to use because it’s a
dynamic, relatable, and personal way to illustrate the reality of throwaway
culture. Instead of airing on TV, the video PSA will be distributed as a pre-roll ad
on YouTube videos in the following categories: People & Blogs, News & Politics,
Howto & Style, Education, and Nonprofits & Activism. This choice to be web-
exclusive targets Forever 21’s desired audience of 18-25 year olds for its CSR
plan. The print PSA, however, will also be compelling, appearing in magazines
such as Seventeen, Teen Vogue, and Cosmopolitan, as well as billboards
nationwide.
Six months after the initial PSAs go live, Forever 21 will release a second set of
video/print PSAs that visually compare what 70 pounds of different substances
look like, from a fraction of an elephant to 210 apples to a massive pile of
clothes going to a landfill. This will visually help people understand the massive
environmental impact that clothing waste has in a way that relates to other parts
of their lives for a frame of reference. This infographic or photo campaign will be
a powerful visual that helps the audience consider their environmental habits
and how Forever 21 is working to reduce the associated problems with those
habits.

6. Media Management:
Social networks are also important channels to target young adults’ awareness of
Forever 21’s new CSR program. Forever 21 will establish and utilize
#ForeverForward in all CSR-related messages to the public via Facebook,
Twitter, Instagram, etc., and the company will generate a branded emoji that
appears when Twitter users tweet with the hashtag. To involve users directly in
the campaign, Forever 21 will design a mobile game that will be distributed via
social media platforms. In the game, users drag clothing items out of a landfill as
fast as they can, and completing the game awards the user a 10% coupon for in-
store or online purchases at Forever 21. This tactic is similar to Chipotle’s recent
campaign that awarded free chips & guacamole to customers who completed a
spot-the-difference game successfully. Using a tactic such as this one will
collectively attract consumers to the store, as well as help them understand
throwaway culture and Forever 21’s new plan to fix it. Consumers will perceive
the company as more interactive and sustainably conscious as a result.
Web Development:
The third tactic to increase awareness about Forever 21’s new and improved
CSR program is to renovate the current CSR webpage to be more visually
interesting and clearer about the program’s goals and initiatives. The current
social responsibility webpage is outdated and lacks color, interactivity, and
information regarding their initiatives and nonprofit partnerships. Web design is
a strong element of communication, and Forever 21 needs to step up their web
development to compete in a highly visual industry. Once the CSR page is
revamped, Forever 21 needs to use its homepage to direct web traffic there.
Pop ups and color can help guide visitors to check out the updates, and using
the black bar that announces new deals at the top of the homepage can also
entice users to check out the new webpage (and play the landfill game that
earns them a coupon!). Forever 21 will also use its existing email list to advertise
the website updates.
Forever 21 can also utilize in-store signage to provide basic information about
their organic cotton and clothing donation initiatives, and those signs will
include a QR code and written-out URL to encourage shoppers to see the new
plan.
Strategy #2: Educating Employees-
Effectively engaging employees in the new program implementation is crucial, as they
are the face of the company within stores and are expected to respond to customer
questions about Forever 21 as a whole. Currently, Forever 21 does not show evidence
of communicating with its employees on key CSR efforts.

7. In-service Training Program:
Forever 21 will develop a training program for employees that will facilitate
communication between them and customers. This program provides the
opportunity for all stakeholders to understand the new updates and changes that
will be occurring, as employees can help to orient customers to the sustainability
plan. This training program will include PowerPoint presentations & speakers from
the senior executives at Forever 21 to provide detailed information about the
transformation from its current CSR to its improved CSR. It’s important for Forever
21 to disclose information to its employees, especially as one of the program’s
approaches is to move more foreign employment to the United States.
Internal News:
Forever 21 will adequately notify workers about implementations 2-3 months prior
to application to ensure that they are aware of the advancements that are to come.
This will be done through an internal newsletter sent to employees’ email
addresses, as well as a simultaneous text message notification to alert the employee
of the newsletter’s release. Forever 21 will also create an application for employees
that will act as a central hub for information about all areas of the company and
provide CSR program facts, FAQs, breaking news, etc. Because most Forever 21
employees don’t use a computer during their workday, this intranet-style portal will
be mobile-based, with the ability to access it on desktop as well for those
employees without internet-enabled mobile devices.
Surveys for Stakeholders:
Semiannual surveys will be released to all of Forever 21’s employees who are
involved in the CSR changes to see how they feel about the new programs and
actions. These surveys will be formatted with Likert scales and open-ended
response boxes where employees can weigh in on which programs are most and
least successful as well as ideas for potential improvement or new goals and
strategies. Involving employees in the planning and response process helps them
feel part of something bigger and in control of their work environment, which will
reflect on more positive attitudes towards the CSR program in general.
Strategy #3: Connect with Organizations-
Forever 21 can’t conquer throwaway culture alone. Connecting with organizations and
engaging in partnerships that support the company’s goal of reducing consumer
waste/the impact of fast fashion proves Forever 21’s commitment and facilitates a
multidimensional approach to tackling this environmental problem.
Goodwill:
Forever 21 will create an in-store clothing collection program, where customers can
donate gently used items (both from Forever 21 and other retailers). In exchange for
a full bag of used clothing, customers will receive a 10% off coupon for Forever 21.

8. This program provides an incentive customers to donate, rather than throw away,
clothing that they want to get rid of. Most items that are collected through the
program will be donated to Goodwill chapters across the nation. Goodwill will be a
reliable partner to reach out to local communities and provide purpose in recycling
old clothes.
Dress for Success Campaign:
While casual or lower-quality clothing will go to Goodwill, more professional attire
will be donated to Dress for Success. According to Charity Navigator, Dress for
Success is “an international not-for-profit organization that promotes the economic
independence of disadvantaged women by providing professional attire, a network
of support and the career development tools to help women thrive in work and in
life.” This additional partnership will create an inspiring image for Forever 21
because they will be changing the lives of women who struggle to break the cycle of
poverty because they can’t afford appropriate business attire.
Raising Awareness of Partnerships:
To raise awareness of both partnerships, Forever 21 will create an additional set of
print, video, and social media PSAs that focus on before and after images of people
who benefited from the donation program, especially through the partnership with
Dress for Success. This campaign will utilize storytelling to hone in on consumers’
sense of pathos and align Forever 21 with what an ideal, responsible company looks
like.

9. Measurement & Evaluation
In order to ensure that Forever 21’s new CSR plan is valuable to the company’s overall
success, it is imperative to actively use evaluation techniques throughout the program’s
development. Using the following measurements, Forever 21 will test which elements of
the plan are most effective, which allows the company to improve over time.
Pre-Implementation
Before initiating the improved CSR plan, Forever 21 will collect both qualitative and
quantitative data. Employees and customers will be surveys about their perceptions and
understanding of the company’s existing CSR plan, and sales numbers and energy
usage statistics will also be collected. Later, Forever 21 can use these for direct
comparison and evaluation of tangible success post-implementation to measure its
achievement of the stated goals and objectives.
Immediate Feedback
Using social media analytic tools and reading customer responses to the new policy on
different social channels will allow Forever 21 to discover if the improved CSR plan
receives positive or negative feedback from consumers and to what extent. After the
launch of the #ForeverForward hashtag and various campaign tactics, Forever 21 can
initially evaluate its reach and perception by assessing numbers of likes, shares,
retweets, etc. In addition, the company will look at comments and engagement rates of
content related to the CSR plan. Social media is a direct way to collect and analyze
immediate results of emotion and effectiveness.
Thorough Evaluation
Once the CSR plan has been active for a while and consumers are aware of the new
policy, it is time is check the numbers and see the results. Forever 21 will assess their
performance on their measurable objectives as follows:
1. Measure the amount of clothing donated via the in-store collection program.
Did they reach their desired target of 2100 pounds? If not, why? What
improvements can be made to entice donation?
2. Perform a post-implementation survey for customers and employees. How did
their opinions and perceptions of Forever 21 change or stay static? Are those
emotions positive? Why or why not?
3. Examine the amount of organic cotton used in their products. Did they
incorporate 20% organic material?
4. Evaluate their partnerships with Council for Textile Recycling, Dress for Success,
and Goodwill. Are they worth maintaining, based on consumer perception,
quality of relationship, and ease of connection with contacts?

10. 5. Take note of electricity usage. Do the numbers reflect the desired decrease in
consumption?
6. Scrutinize employment practices. How do domestic and foreign employment
numbers compare to each other and to the pre-implementation examination?
Did the company achieve their goal shift to American labor?
7. Investigate sales numbers. If there is an increase, does it appear to be related to
the implementation of the CSR plan?
All of this information will guide senior executives in assessing if CSR efforts helped or
hindered the success of the company. It is vital that Forever 21 appraises the plan
overall to ensure that the written promises in CSR communications authentically match
the company’s actions and ideological Through this evaluation task, the company will
align their goals and objectives listed in the CSR plan with their tactics and company
culture to reinforce consistency throughout the company’s communication.

11. Forever Forward Launch Timeline
May 2016
June 2016
July 2016
August 2016
January 2017
February 2017
May 2017
Take initial measurements of consumer
perception electricity usage, etc.
Initiate partnerships w/ Goodwill, Dress
for Success, Council for Textile Recycling
Develop and initiate plans to reduce electricity,
incorporate organic cotton, and increase
domestic manufacturing/employment
- Implement consumer donation
program
- Launch video PSA campaign
Teach employees about program & upcoming
changes via in-services
- Launch social media campaign and
print ads for consumer donation
program
- Launch updated CSR section of the
website, with visual aids and info about
plans
Analyze 1-year comparisons of
consumer perception, electricity
usage, etc.
June 2017
Consumer donations should be nearing
1,050 pounds to meet year-end goal
December
2017
Meet goal of 2,100 pounds of consumer donations

12.
May 2019
January 2018
May 2018
December
2018
March 2019
September
2018
Meet 20% organic cotton goal
Analyze 2-year comparisons of consumer
perception, electricity usage, etc.
Meet 25% domestic employment/manufacturing goal
Meet goal of 2,100 pounds of consumers’
donations
Meet 25% reduced electricity consumption goal
Analyze 2-year comparisons of consumer perception,
electricity usage, etc.

13. Key Messages
Forever 21 is moving towards a position of greater corporate social responsibility
that mitigates the negative effects of fast fashion. Elements of the new CSR plan
include improving product sourcing to be more ethical, minimizing waste that the
business itself creates, and providing ways for consumers to reduce their clothing
waste as well. Improvements in these areas will help Forever 21 be seen as more
thoughtful sustainable of a brand without compromising its trendy reputation.
Core Message #1
Forever 21 significantly cares about improving ethical sourcing in its product.
1. Forever 21 is working to implement organic cotton into its clothing in order
to minimize the amount of water it takes to create the products and
decrease its participation in making products that produce harmful toxins to
the workers who generate the cotton.
2. Forever 21 is increasing domestic employment and pulling away from
foreign outsourcing in order to obtain control over the human rights
regulations.
Core Message #2
Forever 21 aims to minimize waste created by the company.
1. By partnering with Council for Textile Recycling, Forever 21 can recycle
merchandise that is defective or damaged to reduce levels of discarded
clothing.
2. Forever 21 is working to reduce electricity consumption by utilizing compact
fluorescent light bulbs, installing fewer lights in stores, and using motion
sensors at night rather than leaving lights on.
Core Message #3
Forever 21 is dedicated to minimizing consumer waste and reducing the
impact of fast fashion.
1. Forever 21 will develop a program to donate unwanted clothing from
consumers and unsold merchandise to Goodwill stores. Forever 21 chooses
one of the nation’s top five most valuable and recognized nonprofit brands
to guarantee our donation is promised to help and provide for strong
families and vibrant communities.
2. Forever 21 promises to contribute 2100 pounds of clothing over the year to
Goodwill and Dress for Success. Forever 21 chooses Dress for Success to
donate their products that are more professional or formal. Those products
will be donated in order for women to obtain the apparel and accessories.