Forever 21, a fashion online and offline retailer established in Los Angeles in 1984, and that focuses on the young female adult demographic, is as of this writing benefiting from becoming a Twitter Trend on Black Friday. ‘Forever 21’ is ranked ninth, but it was as high as number three just an hour ago.
The question is why did it get there and did it start deliberately because of something the retailer did?
The answer is that, according to an analysis this blogger conducted using the Trendistic platform, the Forever 21 Twitter Trend started Thanksgiving night at 6:19 PM EST, with this tweet annonucing a sale:
chic4chicks: Happy Thanksgiving 10% de descuento en prendas Forever 21! http://t.co/AmmoSrY2
Followed by this unrelated tweet:
1DirectionUSA: @_joanneraymond Haha thanks! I’ll be fine, my town’s small and the mall has plenty of stores. Forever 21 will probably be the most packed!
But this tweet on the Forever 21 75 percent off sale got it all started:
KissMeTweets_: RT @_Valennn: Forever 21 got a 75% off sale.
And that’s where it all took off. By Friday morning, Forever 21 comprised between two-tenth and as much as sixth-tenths of one percent of all Twitter Tweets. And while that may not read like a lot of shares of the total, consider that was sustained volume, not a one-time spike. The total flow has lasted about 12 hours now.
Why?
A simple combination of a powerfully aggressive sale strategy featuring mark-downs of 49 percent, combined with a demographic that’s most likely to tweet about it, and all focused on Black Friday, which happens to be the promoted Twitter Trend for Friday. (Chevron Ecuador!)