The E-commerce Forever 21 web site is the first step of an overall digital strategy for the fast-fashion retailer. This web site targets both domestic and international customers, and was developed in collaboration with global e-commerce specialist Global-e. Despite the success of its retail site, Kahn points out that physical stores still have the upper hand when it comes to customer loyalty. However, the company’s e-commerce strategy is clearly making a difference.
The e-commerce Forever 21 web site is crucial for the brand’s international expansion. The retail company’s bankruptcy filings show that online sales only represent 16% of the brand’s total sales. Although the company’s bankruptcy filings make clear that e-commerce is essential, it is proving difficult for the company to recover its losses online. The online presence of Forever 21 is also exposing the brand to online competitors.
Despite its decline in brick and mortar stores, Forever 21 has relaunched its international e-commerce platform. This site will cater to the fashion needs of consumers in the Asia-Pacific region, Canada, and Latin America. Global-e will support over 150 currencies and payment methods. Customers can also check out in over twenty languages, which will make the process easier for international shoppers. Retail Dive reports that Forever 21 has continued demand in markets where it has plans to exit.
The success of Forever 21 stores in the U.S. is a testament to its high quality clothing and value for money. However, the recent bankruptcy filing is not a good sign for its future. The company hopes to regain strength and survive the bankruptcy. But this doesn’t look likely for now. It is unclear how the future will look for the brand. The current state of retail is uncertain for the brand, but it is still an example of how fashion can impact a business.