When Northwood Retail learned that the new location of F21 RED at The Shops at Park Lane received no grand opening budget from Forever 21 Corporate, they called in The Dealey Group and Kelle Jackson Public Relations to make the opening a huge success…

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F21 RED
Pre-Grand Opening

When Northwood Retail learned that the new location of F21 RED at The Shops at Park Lane received no grand opening budget from Forever 21 Corporate, they called in The Dealey Group and Kelle Jackson Public Relations to make the opening a huge success. The F21 RED retail concept was completely unknown in the market, so the target audience- Millennials- needed to be educated about the brand. Because 84% of Millennials are influenced by user-generated content when making a purchase, local Dallas influencers were invited to a pre-grand opening private shopping event so that they could document and share their F21 RED experiences on social media. 19 influencers generated 675,000 impressions, and F21 RED’s grand opening day was their most successful sales day of 2015.