Forever 21 will launch a new e-commerce website for consumers in Canada as well as Asia, Asia-Pacific and Latin America. The e-commerce website will offer an enhanced online shopping experience that is adjusted according to the market’s characteristics. It will support more than 95 currencies, more than 150 local and alternative payment methods, and will allow consumers to check out and make returns in 21 different languages. Forever 21 will now equally tailor its offerings per market, according to its marketing strategy and business goals, including running market-specific promotions.
This US-based fast fashion retailer, founded in 1984, has filed for bankruptcy. It plans to close most physical stores in Asia and Europe while continuing to ship to international customers through its US website. The fashion chain had become successful due to its coolness factor and its ability to identify the needs of its customers. But these same customers started to move to online and other retailers.
E-commerce has become an indispensable part of the strategy of most global brands. To engage digitally savvy consumers today, retailers need to invest in creating an unique online experience that speaks directly to the shopper. With the continued increase in demand from international shoppers, an advanced global online shopping experience is a fundamental part of brand strategy.