Forever 21 and 7-Eleven just launched a 16-piece capsule collection featuring graphic hoodies and tie-dye shirts emblazoned with the 7-Eleven, Big Gulp and Slurpee logos. The merchandise is available to shop for a limited time on Forever 21’s website and app.
To promote the #F21X7ELEVEN collection, Forever 21 created an augmented reality-powered Slurpee hologram lens users can access on the Forever 21 app. Upon scanning the floor with their mobile phone then tapping the screen, a hologram of hip hop dancer Natalie Bebko dancing while drinking a Slurpee will appear. Fans can snap a picture with her then share it on social media.
In addition, the brand created a TikTok dance challenge urging users to show off their “best Big Gulp moves” in videos tagged with #F21X7ELEVENCHALLENGE.
F21 is giving consumers a chance to win $100 worth of apparel from the collection. To enter, they have to guess the difference between two similar photos of the collection in a carousel post on Forever 21’s Instagram, comment what the difference is, tag two friends and include the hashtag #f21sweepstakes. One winner will be announced on August 17.
The brand chose dance influencers to model the merchandise across TikTok and Instagram, including Bebko, or @nat_bat_, who has over half a million Instagram followers, and micro-influencers @itslilct and @alainiwalker.
In a 20-second video posted to Forever 21’s TikTok, where it has just over 7,000 followers, the influencers are shown wearing pieces from the collection while dancing in a 7-Eleven store, zooming around in a golf cart and enjoying Slurpees.
From hoodies to tees (both short and long-sleeve), the athleisure-inspired collection includes vintage renditions of 7-Eleven’s most popular logos against backgrounds of tie-dyed pastels, reds and whites. Prices range from $15 to $35.
The online-only collection comes as one of Forever 21’s parent companies, Simon Property Group, reported a decline in earnings and sales after its retail properties were closed for nearly 10,500 shopping days due to the pandemic.
Compared to last year’s income of $495.3 million, this year Simon Property Group reported profits of $254.2 million. Its revenues also took a hit in Q2, reaching $1.06 billion by the end of June, versus $1.4 billion in Q2 2019.