Forever 21 details e-commerce shift

Forever 21 is relaunching its international online store to drive growth from consumers in Canada, Asia and Latin America, as part of a shift in focus away from physical retail ahead of upcoming store closures.

The US fashion retailer is working with Global-e to accelerate this global online expansion, which includes an improved localised e-commerce experience for international shoppers.

This includes supporting more than 95 currencies, over 150 local and alternative payment methods, convenient tax and duties calculation with an option for real time prepayment at checkout, localised checkout in 21 languages, and a transparent returns process. Forever 21 can also now tailor its offering according to its marketing strategy and business goals, including running market-specific promotions.

After filing for bankruptcy in September last year, Forever 21 will be closing most physical stores in Canada, Asia and Europe, but will continue to ship to international customers through its US website.

Company president Alex Ok said: “E-commerce forms a large chunk of the profitable core of our operations and as part of our new global strategy – to engage digitally savvy consumers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper.

“With the continued increase in demand from international shoppers for our brand, we recognised that an advanced global online shopping experience is a fundamental part of our future growth,” he continued. “The seamless localised shopping experience our consumers around the world can now enjoy is a vital milestone in our mission to use the latest retail technology to bridge the online gap between the convenience of ecommerce and the local experience of in-store.”

Kevin Diamond, head of global e-commerce at Forever 21, added: “Being able to offer our consumers a sophisticated online experience, tailored to their shopping preferences, wherever they are in the world, is a key priority for us.”

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