Northwood Retail/The Shops at Park Lane
2016 ICSC MAXI Gold
Good news/bad news. Northwood Retail was adding a first-to-market retail concept, F21 RED, to its lineup at The Shops at Park Lane in Dallas (YAY!). The catch: Forever 21 Corporate had not allotted a grand opening budget to introduce the public to this unknown store (YIKES).
The key to creating buzz about F21 RED was education. The target audience needed to know a) that the store was opening and b) what the store’s concept was and how it differed from the very well-known Forever 21.